Major Media Deal Signals New Generation of UK Women's Football

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Back at the start of the season, I pondered (and hoped) that the introduction of YouTube into the WSL media mix might help it have a breakthrough moment like the WNBA enjoyed in its latest season. A new media deal shows that things are really looking forward.

In brief, the new deal is with Sky and the BBC. It lasts five years and Sky is putting the bulk of the money in. Consequently, it gets the bulk of the games. Sky can show up to 118 matches, 78 exclusively, 34 will be shared between Sky and the league’s YouTube channel, with seven on both Sky and the BBC. Fans are going to be able to watch every WSL game from next season. The whole thing is worth 82% more than the existing deal. All-in-all, it’s a significant development for media coverage of the women’s game in the UK.

One of the big issues that needs to be sorted out, but only partially has with this deal, is the clashes with men’s football. Often the men’s and women’s teams from the same club can be playing on the same day, sometimes at exactly the same time, making it impossible for fans to follow both. The men’s side will usually be the winner in these circumstances.

WSL Media Fixes Much, But Not Timing Clashes

A couple of weeks ago, both Spurs senior teams were at home playing major matches and kicking off at exactly the same time. I asked the club’s women’s boss Robert Vilahamn about it in a pre-match press conference and he gave a very interesting answer. Vilahamn rightly identified it as an issue because “We want to build the fan base, and we want to make sure we have a lot of fans to the games.” However, he added that “on the other hand, the media, the TV, is really pushing and helping us to grow women’s football. So you also need to respect that.”

He also said that he hoped “we can make sure that the TV production can make sure we can find ways to play the games without having the same day and the same time… but I have an honest respect for the TV companies as well because I think they actually try to push and help.”

There has been some progress. The new deal will include a dedicated noon kick-off slot on Sundays. This avoids clashes with Premier League games, which start at 2 p.m. and a 30-minute window before games from the lower divisions in the men’s game start. However, as Adam Dalrymple noted in his report on the deal for Enders analysis:

The WPLL has not been granted an exemption to the 3pm blackout in the UK, which was suggested by the Karen Carney report on women’s football in December 2023 as a “dedicated broadcast slot for women’s football” to solve the issue of haphazard scheduling which currently afflicts the BWSL.

This all comes into force after Euro 2025, in which the Lionesses will seek to defend their title. The combined impact on women’s football standing in the media could be massive.