Sky Sports and BBC renew WSL broadcasting deal for five years

Sudhanshu Ranjan November 4, 2024

SiGMA news

Sky Sports and the BBC have secured a landmark agreement to extend their partnership with the Women’s Super League (WSL), heralding a bright future for women’s football in the UK. This five-year broadcasting deal, worth around £65 million, will commence with the 2025/26 season, offering unparalleled coverage, visibility, and funding for the league.

Details of new broadcasting deal

The new agreement between Sky Sports and the BBC will officially begin with the 2025/26 season and continue through to the 2029/30 campaign. The deal will cover 118 matches per season, with 78 matches exclusive to Sky Sports and an additional 34 matches shared between Sky and the Women’s Professional Leagues Limited’s (WPLL) YouTube channel. Additionally, seven matches will be co-broadcast on both Sky and the BBC, ensuring wide-reaching visibility for the WSL.

Sky Sports, as the lead broadcasting partner, will have exclusive rights to 78 WSL matches each season, including all matches during the final week of each campaign. This partnership cements Sky’s role as a major force in advancing women’s sports in the UK. Meanwhile, the BBC will provide live broadcasts for 21 matches per season, with 14 of these being exclusive to BBC TV and seven shared across BBC iPlayer and BBC digital platforms.

Dana Strong, Group CEO of Sky Sports, highlighted the importance of this partnership. Strong commented, “This is an incredibly exciting and significant moment for women’s sport. The longer-term partnership reflects our commitment to women’s football and provides the platform for us to keep working with the WPLL to bring in more fans, grow the game, and create the most entertaining and competitive women’s football league in the world.”

Alex Kay-Jelski, Director of BBC Sport, echoed this enthusiasm, stating, “We remain the most-used sports broadcaster in the UK, providing unparalleled cross-platform coverage, so it’s brilliant to be able to continue bringing the WSL to audiences as part of our unparalleled free-to-air portfolio.”

Standout features of the deal

A standout feature of this new agreement is the introduction of in-game and post-game rights for WSL players. These rights allow players to benefit directly from match content, contributing to their personal branding and visibility. This change aligns with trends across sports, where athletes are increasingly able to share and profit from game footage and highlights. In recent years, the WSL has experienced a surge in both attendance and viewership. Record-breaking crowd numbers and higher ratings for televised matches reflect the league’s growing popularity. This broadcast deal is expected to build on this momentum, further cementing the WSL’s place in the UK sports landscape.

Broadcasting women’s football is not without its challenges. With regulations, ethical considerations, and market competition, Sky and the BBC are tasked with delivering responsible and engaging content. However, the potential rewards both in terms of viewership and the social impact of advancing women’s sports make this partnership a promising step forward.