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On Sunday evening, the greatest one-day annual event in sports comes to televisions around the world as the Carolina Panthers and Denver Broncos play in the Super Bowl. About 100 million Americans and 10 million Canadians will tune in to the game and its halftime show.

But while advertisers will be paying big money to CBS and CTV to get their ads in front of as many eyeballs as possible, those without a television face big hurdles in getting access to the broadcast, some of which are insurmountable even if you’re willing to pay.

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Bell Media, which owns the Canadian rights to the Super Bowl and will broadcast it on CTV and RDS, has chosen not to make the game available for free online. Instead, it’s only available through the CTV GO app, which is only available to subscribers of participating TV providers.

That’s because Bell, Rogers and other broadcasters want to keep people in the traditional TV system, where most of the money is still made.