While I am not saying you are wrong in this instance, your idea that if someone is the sole bidder makes it automatically a low bid is wrong.
Anyone that has taken part in an auction/bidding process knows that if you dont want to get in a bidding war, you bid higher to start than anyone else wants. In the end it may be higher than anyone is willing to go, or it could just be higher than anyone else wants to start, for fear if it gets into a bidding war it will quickly go higher than they want.
If you overbid to keep others out, then sublicense part of the product to the others interested it allows you to keep control of the product and what you want to have choice over, while giving others parts you are willing to let go. It also could be that others did not want or have the cash to pay for the entire product, but hoped to only bid on a part of it. So when ESPN bid on the entire content, it prevented them from bidding on part, and put them in a position to bid on a sublicense.
Again, not saying you are actually wrong, in this case, just that saying there is only one bidder means it is low is not necessarily correct. In a bidding war you are right it "could" have went higher, but in the end there really is no guarantee that it would have.