Here's the master plan:
When Rupert gives all his traffic to Bing it will drive google out of business. now the only search engine is bing and their biggest client is news corp. This will allow both to setup pay walls. You wanna search, you pay. You wanna read the news, you pay.
What can go wrong with this plan?
So, why is this different from the radio and tv announcers that are employed by the teams?
I don't expect unbiased or 'secret' breaking information unless it's authorized by the team.
It does keep the team in the news.