Why was the Cotton Bowl not shown by Eurosport?

So far, ESPN America has shown all the bowl games here in the UK. Even when there's been more than one on at the same time they've usually shown the full game on delay later, or they've shown it on the main ESPN channel. Unfortunately there is one bowl game they don't have the rights to show and that's the Cotton Bowl.

This is one of the bowl games I was most looking forward to, so I thought there must be a good reason for this. There is. It's because the rights to the game are owned by Eurosport.

But Eurosport seem to have decided not to bother using these rights. When the game was being played, instead of showing the Cotton Bowl live they showed a re-run of Ricky Hatton's comeback fight. Boxing that was 6 weeks old instead of live sport. I assumed that if they weren't showing it live there would be highlights or a re-run at some point. But looking through their schedule there's no sign of it. Eurosport have acquired the rights but aren't going to use them? Why did they bother getting the rights?