The Women’s Super League is set to introduce a regular Sunday midday kick-off slot for live matches on Sky Sports in the 2025-26 season. This change marks a significant scheduling shift aimed at increasing visibility and building a consistent viewing habit among fans.
The league’s fixtures will be released soon, but the main alteration will see live games that were previously held at 6.45pm on Sunday evenings moved to 12:00pm instead. This adjustment comes after extensive feedback from clubs and supporters who preferred earlier kick-offs to better suit family audiences and enhance matchday atmospheres.
The move to Sunday noon fixtures is designed to foster a new routine for fans, creating an “around the grounds” experience similar to the traditional 3pm Saturday slot in men’s football. The league hopes this consistent timing will become synonymous with women’s football and encourage greater engagement from both in-stadium fans and television audiences.
Additionally, plans are in place to experiment with more Friday night kick-offs during the campaign. These trials aim to explore which time slots can attract larger audiences while also considering the convenience of travel and attendance for supporters.
The upcoming campaign will be the first under a new five-year broadcast agreement involving Sky Sports and the BBC. Sky will show the majority around 90% of live matches, with the total investment in the women’s game from both broadcasters exceeding £100 million. The league sees this deal as a transformative step toward increasing coverage and elevating the profile of the WSL.
As interest in women’s football continues to rise, particularly after England’s recent success in reaching a third consecutive major tournament final, the WSL is keen to capitalise on the momentum. The national team’s achievements have had a strong impact on the domestic game, and the league’s organisers are eager to maintain that interest through improved scheduling and greater accessibility.
Another notable change this season will be the trial of alcohol sales in stands at matches, involving 14 WSL clubs. This initiative aims to enhance the matchday experience and bring it more in line with the men’s game, where such policies are already in place.
With these new strategies, the WSL is looking to not only attract larger audiences but also deepen fan engagement across the board.
