I see a number of channels offer 'bonus coverage' online of sports via their websites, and/or respective apps. These are often more niche events that don't demand a channel. For example, CBC are currently streaming the IRB Rugby Sevens only via their website, and TSN were offering bonus court coverage online only during week 1 of the Australian Open tennis.
Is there ever a time where Telus could offer this via their Optik box as an on demand service or similar? Plenty of over countries have this as some sort of pop-up channel, or Red Button (as used by the BBC) type coverage that does exactly that. To be honest, I'm surprised this isn't already a thing, it's hardly a new concept.