I understand organizations as LaLiga wanting more money but massive IP blockage seems quite unfair, effective maybe but unfair so this news does not come as a surprise.
It's been going on for a while, but a couple of weeks ago they announced it would be expanded to other sports, that's probably why
Who says it's effective? The pirate streams still go up every game, as far as people report here. They can just change their ips or hosts occasionally.
It's the honest businesses who probably won't go through the effort of evading the block every time.