I am in the PRC, where I have opened up a new world of live football online for myself. I've downloaded 'sopcast 3.5' and 'veetle', and use the links below:

http://www.livefootballol.com/
http://www.wiziwig.tv/index.php?part=sports
http://veetle.com/index.php/listing

Incidentally, Veetle's also great for live movies online.