I will give a point to Bug here, when he says that it will not be futile, in the sense that it won't damage paintball if it's shown on TV, even if hardly anybody would watch it. After all, any publicity is good publicity.
It would be damagingif it made participation more expensive, but for now I assume that not to be the case.
This does raise the question that if Eurosport doesn't make programs, but rather just broadcasts them, who will make it and more importantly, who will be paying? (although I fear I know the answer)
If the MS has to pay for it, it would make sense to try to get outside sponsors to pay for it, but if you want companies that matter to chip in for 2009, you're already too late. 95% of those already have their budgets for next year set in stone... So chances are that the bill will indeed end up with the players. And trust me, it will be EXPENSIVE. I've been involved with filming American football games for Fox Networks (NFL-E) and it's safe to assume that filming those are easier than filming paintball....
I am however not as positive about the amount of outside sponsorship it'll bring. Particularly now that the economy gets tighter, companies will want the most bang for their buck. While I agree that product placement is an excellent tool, most companies will rather put their money someplace where they will get more exposure (like the aforementioned items on Eastenders), rather than some middle of the night vague sports show. After all, you can only spend your money once, so spending it on the most effective marketing makes sense.
Don't get me started on the Red Bull Air Race, I live about a quarter mile from where it was held here in Holland. All day it sounded like the Luftwaffe had come back to finish the job they had started over Rotterdam on may 14th, 1940...