WSL to establish regular Sunday noon slot next season for live games on Sky Sports
Sky Sports plans to shift the majority of Women’s Super League matches to a Sunday midday slot for the 2025-26 season, replacing the traditional 2pm kick‑off. The change is part of a broader five‑year broadcast partnership with the BBC and includes trial Friday night fixtures and expanded alcohol‑i…
Sky Sports has signalled a major shift in the scheduling of England's top‑flight women's football. Beginning with the 2025-26 season, the broadcaster intends to air most Women’s Super League (WSL) and WSL 2 matches at noon on Sundays, moving away from the long‑standing 2pm kick‑off that has characterised Sunday fixtures for years.
Why the noon slot matters
The decision follows extensive consultation with clubs, players and supporters who argued that a consistent midday slot could generate a stronger "around the grounds" narrative – the kind of daily buzz that surrounds the 3pm Saturday fixtures in men’s football. By anchoring games at 12:45pm UK time, the league hopes to create a predictable viewing window that encourages both stadium attendance and television viewership.
Broadcast landscape and financial backdrop
The scheduling overhaul arrives alongside the first season of a new five‑year broadcast agreement signed in October 2023 between the WSL, Sky Sports and the BBC. Under the deal, Sky will carry roughly 90% of live matches, while the BBC will provide highlights and occasional live coverage. Although the exact fee remains confidential, the Guardian reported the rights package is valued at about £65 million over the five‑year term, with total broadcaster investment – including production costs – exceeding £100 million.
This influx of capital has already begun to reshape the league’s commercial approach, from enhanced production values to broader distribution across digital platforms. The noon slot is expected to amplify these investments by delivering higher peak‑time audiences for advertisers and sponsors.
Trial Friday night fixtures and other scheduling tweaks
In addition to the Sunday midday focus, Sky and the league’s operators, WSL Football, are experimenting with regular Friday night kick‑offs. The aim is to test whether early‑week evenings can serve clubs that also compete in the Women’s Champions League, giving them a clearer preparation window before mid‑week European ties.
For the opening weekend, Sky has already confirmed four simultaneous Sunday matches, including a high‑profile Merseyside derby between Liverpool and Everton. The league also plans to slot Friday night games for Arsenal, Chelsea and Manchester United in the weeks preceding their Champions League fixtures, a move designed to reduce fixture congestion and minimise player fatigue.
Alcohol‑in‑stands trial expands to 14 clubs
Parallel to the broadcast changes, the WSL is widening a fan‑experience trial that permits alcohol consumption in the stands. Previously limited to four second‑tier clubs – Birmingham City, Bristol City, Newcastle United and Southampton – the programme will now cover 14 clubs across both divisions, including the "big four" of the top flight. The trial, which saw no safety incidents in its inaugural 19‑match run, was backed by a fan survey showing 66% support for making the policy permanent.
Opening weekend fixtures and club perspectives
The season kicks off on Friday 5 September with defending champions Chelsea hosting Manchester City, marking Andrée Jeglertz’s debut as the Citizens’ head coach. The following day, newly promoted London City Lionesses travel to face European champions Arsenal. Sunday’s noon slot will feature Liverpool vs Everton, one of four matches broadcast live by Sky.
In WSL 2, promoted sides Nottingham Forest and Ipswich Town open against Newcastle United and Southampton respectively, underscoring the league’s commitment to giving newly promoted clubs prime exposure.
Looking ahead
While the noon slot is set to become the league’s default, the schedule will remain fluid as the league and broadcasters continue to analyse attendance figures, TV ratings and fan feedback. The success of the Friday night experiments and the alcohol‑in‑stands trial will also inform future policy decisions.
Ultimately, the WSL’s scheduling overhaul aims to cement women’s football as a staple of the British sporting calendar, leveraging the heightened interest generated by the England Lionesses’ recent run to a third consecutive major‑tournament final.
Why it matters
A regular Sunday noon slot could boost matchday crowds and TV audiences, helping the WSL grow its commercial value and fanbase.
Key points
- Sky Sports will move most WSL games to a Sunday noon slot for 2025-26
- The change is part of a new five‑year broadcast deal worth around £65 million
- Friday night fixtures will be trialled to aid clubs with Champions League commitments
- Alcohol consumption in the stands is being expanded to 14 clubs after a successful pilot
- Opening weekend features high‑profile matches including Chelsea vs Manchester City and Liverpool vs Everton
Frequently asked questions
Why is the WSL changing its traditional Sunday kickoff time?
The league and Sky Sports want a consistent, high‑visibility slot that can drive both stadium attendance and TV viewership, similar to the Saturday 3pm slot in men’s football.
How many matches will Sky Sports broadcast under the new deal?
Sky will show roughly 90% of live WSL and WSL 2 matches, with the remaining fixtures covered by the BBC through highlights and occasional live broadcasts.
What is the purpose of the Friday night trial?
Friday evenings are being tested to give clubs competing in the Women’s Champions League a clearer preparation window before mid‑week European games.
Which clubs are part of the expanded alcohol‑in‑stands trial?
Fourteen clubs across both divisions, including the top‑flight’s "big four" (Chelsea, Arsenal, Manchester City and Manchester United), will allow fans to drink in the stands.
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