WSL Brings Back Sunday Evening Kick-offs After Ratings Dip 2026

The Women's Super League (WSL) is bringing back Sunday evening kick-offs after indifferent viewing figures last season, signaling a strategic shift in its broadcast approach. The move comes as part of a broader overhaul designed to maximize television audiences and matchday attendances across the 2026-27 campaign.

New Broadcast Slots for the WSL

Starting this season, the WSL will offer six different TV slots to broadcasters. Sky Sports, which holds live rights for 163 of 182 games, retains the Saturday 12:45pm and Sunday noon slots, but now adds regular 7pm Friday and 6pm Sunday kick-offs. The BBC will broadcast 19 matches live at 12:30pm Saturdays and 2:30pm Sundays. This expansion aims to spread games across the weekend and avoid the audience dilution seen when multiple matches aired simultaneously last season.

Why Sunday Evenings Were Dropped and Reintroduced

Last season, Sunday evening kick-offs were eliminated after negative feedback from clubs and fans, citing poor attendances. However, the slot remained popular with broadcasters—Sky Sports' Sunday evening games averaged 144,000 viewers, making it their best-performing time in 2024-25. To balance these competing interests, the WSL has moved the evening start to 6pm (45 minutes earlier) and will schedule derbies and high-profile matches in this slot and Friday evenings where possible.

Comparing Viewing Figures: Lunchtime vs. Evening Slots

Data from The Guardian reveals that Sky's lunchtime games struggled, with an average of just 59,000 viewers for a marquee Arsenal match. In contrast, the Sunday evening slot proved significantly more attractive to TV audiences, despite lower stadium attendance.

Key Takeaways from the WSL Schedule Overhaul

• Six distinct TV slots replace the previous concentrated window to reduce audience fragmentation.
• Sunday evening games return at 6pm, with derbies prioritized to boost both ratings and matchday atmosphere.
• Friday night football is introduced as a regular slot, offering a prime-time alternative.
• Broadcaster feedback drove the changes, especially Sky's concern over low lunchtime viewership.
• Fan and club input was considered, leading to earlier evening starts to improve attendance.

Impact on Matchday Attendance and Viewer Engagement

The WSL's consultation with clubs, broadcasters, and fans highlighted the tension between live attendance and TV ratings. While Sunday evening games historically drew smaller crowds, they delivered strong broadcast numbers. By shifting the kick-off to 6pm and pairing it with local derbies, the league hopes to capture the best of both worlds—larger stadium crowds and high television audiences. The scheduling also avoids clashes with Premier League 4:30pm matches, a move that should prevent direct competition for viewers.

Future Implications for Women's Football Broadcasting

This overhaul reflects the WSL's growing commercial maturity. With Sky Sports investing heavily in 163 live games, the league needs to optimize every time slot. The reintroduction of evening kick-offs could also influence other women's football leagues worldwide. Broadcasters are increasingly recognizing that prime-time slots drive higher advertising revenue and viewer engagement, justifying the careful balancing act between stadium and sofa.

FAQ

By reinvigorating the evening schedule, the WSL is betting on a future where women's football commands prime-time audiences. Fans can expect more derbies under the lights and a calendar designed to keep both stadiums and screens full. Stay tuned for the full fixture release later today.