The WSL brings back Sunday evening kick-offs as part of a new broadcast strategy aimed at improving TV ratings. After a season of indifferent viewing figures, the Women's Super League is overhauling its match scheduling to maximize audience engagement.
New Broadcast Slots for the 2026-27 Season
The WSL has announced six different TV slots for the upcoming season, a significant shift from last year's concentration of matches on Saturday and Sunday lunchtimes. Sky Sports, holding rights to 163 of 182 games, will retain its Saturday 12:45pm and Sunday noon slots, but will also feature new regular kick-off times of 7pm on Fridays and 6pm on Sundays. The BBC will broadcast 19 matches live at 12:30pm on Saturdays and 2:30pm on Sundays.
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Why the Change?
Last season, most fixtures were scheduled at noon on Sundays, leading to multiple televised matches overlapping and diluting the audience. The WSL's new strategy spreads games across the weekend to avoid clashes and draw larger viewership. This follows a lengthy consultation with broadcasters, clubs, and fans, aiming to balance TV appeal with matchday attendance.
Sunday Evening Slot: A Ratings Winner
The Sunday evening kick-off was dropped last season due to poor attendances and negative feedback from clubs and fans. However, it was popular with broadcasters, becoming Sky's best-performing slot in 2024-25 with an average audience of 144,000. To address concerns, the WSL will mostly move the game to 6pm, 45 minutes earlier than before, and schedule derbies in that slot where possible, while avoiding clashes with Premier League 4:30pm games.
Comparison of Viewing Figures
| Slot | Average Audience |
|---|---|
| Sunday 6pm (2024-25) | 144,000 |
| Sunday noon (2025-26) | 59,000 (Arsenal home win) |
Key Takeaways for Fans and Clubs
- More diverse kick-off times spread across the weekend
- Sunday evening games moved to 6pm to improve attendance
- Derbies prioritized for prime-time slots
- Broadcasters aim for higher ratings without sacrificing fan experience
Impact on the WSL's Growth
The WSL's proactive approach to scheduling reflects its commitment to growing the league's audience. By aligning with broadcasters' preferences while addressing fan concerns, the league hopes to boost both TV ratings and stadium attendance. The changes could set a precedent for other women's football leagues worldwide.
FAQ
Why is the WSL bringing back Sunday evening kick-offs?
What are the new TV times for WSL matches?
How will the new schedule affect fans attending matches?
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