The Women's Super League is bringing back Sunday evening kick-offs as part of a new broadcast strategy to boost TV ratings. This move comes after last season's indifferent viewing figures, when most televised matches were scheduled at lunchtimes. The new schedule, released Thursday, aims to maximize audience engagement across the weekend.
WSL Broadcast Overhaul: More Time Slots, Better Ratings
The WSL will now offer six different TV slots to broadcasters, a significant shift from last season's focus on Saturday and Sunday lunchtimes. Sky Sports, which holds live rights to 163 of 182 games, retains the Saturday 12:45pm and Sunday noon slots but adds new regular kick-off times of 7pm Friday and 6pm Sunday. The BBC will broadcast 19 matches live at 12:30pm Saturdays and 2:30pm Sundays.
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This strategy follows a lengthy consultation with broadcasters, clubs, and fans. The goal is to spread games across the weekend, avoiding the previous problem of multiple televised matches kicking off simultaneously, which diluted the audience. By offering varied time slots, the WSL aims to increase both TV viewership and matchday attendances.
Why Sunday Evening Kick-offs Are Back
Sunday evening kick-offs were dropped last season due to poor attendances and negative feedback from clubs and fans. However, they were popular with broadcasters, particularly Sky, where they delivered an average audience of 144,000 in 2024-25—the best performing slot. To balance competing interests, the Sunday evening game will mostly be brought forward to 6pm, with adjustments to avoid clashes with 4:30pm Premier League games.
The WSL will also attempt to schedule derbies for the Sunday evening slot and Friday evenings where possible. This approach aims to recreate the success of evening matches while addressing fan concerns about late travel and family-friendly timing.
Comparison of Broadcast Slots: Last Season vs. New Season
| Broadcaster | Last Season Slots | New Season Slots |
|---|---|---|
| Sky Sports | Sat 12:45pm, Sun 12pm | Sat 12:45pm, Sun 12pm, Fri 7pm, Sun 6pm |
| BBC | Sat 12:30pm, Sun 2:30pm (approx) | Sat 12:30pm, Sun 2:30pm (unchanged) |
Key Takeaways from the New WSL Schedule
- Six different TV slots to spread matches across the weekend.
- Sunday evening kick-offs return but at 6pm instead of 7pm.
- Sky Sports gets new Friday 7pm and Sunday 6pm slots.
- Derby matches prioritized for prime-time slots to attract viewers.
- Changes based on consultation with broadcasters, clubs, and fans.
What This Means for Fans and Clubs
For fans, the new schedule offers more flexibility to watch matches at different times, but Sunday evening games may still pose travel challenges for away supporters. Clubs have expressed mixed feelings, but the WSL hopes that by moving the slot to 6pm, it will be more accessible while retaining broadcast appeal.
The decision to bring back Sunday evening kick-offs reflects a broader trend in women's football to optimize TV audiences. With Sky's best-performing slot last season being Sunday evening, the WSL is betting that a slightly earlier start will satisfy both viewers and matchday attendees.
FAQ
Why did the WSL drop Sunday evening kick-offs last season?
What are the new TV slots for WSL matches?
How will the new schedule improve TV ratings?
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