While I cannot claim to know a single thing about tv, how the deals are done, what it entails etc but I've seen loads "put it to tender" stuff on the internet, like it's as simple as that. I'm sure they've had off the record type chats with other potential broadcasters and found out they're not interested or not going to be remotely in same ball park. Hence this deal or no deal position.
The one issue I can see why people are challenging is the aspect of the deal that doesn't allow clubs to stream games that Sky aren't interested in showing anyway. Seems a step to far?
It's takes like that... What are they going to do? Put it to a fans fucking vote? The football clubs are businesses owned by private individuals.