Agreed, I think it's disgusting that they put loads of ads during matches for a paid subscription service. I've had sport streaming services in many other countries before and this is first time I've ever seen this. I questioned them already about this and their response was that this allows them better content and lower subscription prices. I'd rather they put up prices and not see the ads. They have to keep subscription's reasonable as they don't have European leagues, are competing with Kayo and so many people will free stream matches anyway.
Ads during matches is a disgrace, corporate greed and doesn't endear you to sponsors, just the opposite, not smart business and post Euros I will go back to free streaming because of it.