I installed Freesat just before Christmas and watched both games over the weekend. I have a Toshiba 32" LCD in one room and a JVC HD1 projector in dedicated room.
The picture on the 32" was an improvement over freeview but on the projector the difference was stunning, not Bluray but a huge improvement over freeview.
If i used freeview on the projector it would give me a reduced size image which was just about acceptable to watch. I certainly couldn't watch the upscaled picture (zoom function on the projector). The freesat SD gives a full size picture which i'm happy to watch which is of much better quality than the freeview.
The football - the difference between SD freesat and HD was really pronounced and i was happy watching the games on the projector. I did think the Aston Villa game looked different because of the lighting. (I think some of the floodlights weren't on/working).
BBC HD - stunning especially the Northen lights program with Joanna Lummely.
(p.s.The screen is about 90" across the base.)
I'm really happy with the quality difference

especially with the projector.
John