$20 per person per match in a pub is absurd.
Could you get a few people together and convince a local bar owner that it would be worth it to show the big matches for free given the drinks revenue? 20 guys who promise to chug a load of beers over at least 90 minutes (up to 4 hours for two matches) are quite a powerful economic lobby, although be carfeul you don’t get water-cannoned!
It seems that it’s Setanta (who holds the right here in the US) who sets the price. At least here in DC area, all pubs charge $20 per person per day.
I read somewhere about how Setanta started. Pretty interesting! IIRC, it started when two Irish soccer fans wanted to watch Ireland play Holland during Italia 90 but the BBC and ITV were both showing the England v Egypt match. They approached Fifa and learned that they could broadcast it for a fee. They rented a pub, promoted the game and made profit from it. Years later, it was a million dollars business.