By Jess Jones Traditional broadcasters might be starting to sweat. Live sports streaming has always been a cash cow, but the game is changing, and there are new players on the field. For years, Sky and BT ruled the arena of sports media rights but, over the past decade, Big Tech has been muscling its way into the picture. Deep-pocketed giants like Amazon, YouTube and Apple are scooping up sports rights. Amazon’s extensive portfolio now includes the NBA, NFL, the Premier League and, as of this season, The Champions League. Apple holds rights to Major League Baseball, while Google’s YouTube secu…