The clubs haven't. They don't sign on an individual basis.
They are members of the Football league and appoint a board to mismanage the deal for them, hence why 15 Chamionship clubs are very unhappy. This is being portayed in some media as 'greed at the expense of the little clubs' but the major concerns AIUI are:
-The red button is already having an effect on attendance and the clubs say they were never fully told about this (the FL deny this)
-The length of the deal is 5 years. Some of the more far-sighted clubs think the TV landscape will have changed greatly in that period, with a number of possible new players (Apple iTunes, Amazon, Facebook, Google etc etc). Sky know this too, hence their desire to lock the clubs in as long as possible.
Harvey who is head of the FL is an idiot in my book. He has 'rebranded' the oldest league competition in the world into the stupid 'EFL', gone grovelling to the big clubs (like Leicester and Southampton FFS) to put their U21s in the Paint Pot Shithouse Trophy (or whatever it is called now), and seems not to have any understanding of what fans want or the value of the history of the Football League.
I can only hope that the 15 rejectors (including SUFC?). stir up enough shit to get that idiot kicked out and appoint a board more sympathetic to fans and the fantastic heritage of the UK game.
The red button thing is a strange one as it gives fans what they want, just like the iFollow deal. Are we at a point now where its significantly better value to pay for sky subscription than to go to a game? It seems so. The problem which the red button has overcome is that it has provided a much better service than iFollow is able to do with such poor quality.
Midweek attendances are never great anyway, we're not currently suffering because of the red button as we're doing well but i imagine that if you're an Ipswich fan then its a great excuse not to go.
Personally i think that the deal looks bad because it's being compared to the Premier League deal, which is just obscene and far too complicated due to the number of subscriptions required - Sky, BT Sports and Amazon. At least the sky deal keeps things on one subscription, albeit without the flexibility to tailor the subscription to what you watch.
One thing which seems apparent is that Shaun Harvey and the EFL seem to be taking decisions which don't really have full backing, for whatever reason. No individual club or clique is bigger than the league and having thought about this recently, I would hate to see the ex premier league clubs like Villa trying to bully and dictate things to get some sort of breakaway league.
For those that know the deal better, i presume that the deal is a TV only deal, with online streaming tagged on through the red button, which would leave flexibility to negotiate a streaming deal later through other platforms.
Personally i'd like to pay my viewing subscription via the club and the platform (agreed with the EFL) is then linked to this subscription.
Within 5 years i think this has to happen as i don't want to be tied to a sky subscription by then