In a landmark moment for women’s football in England, the Women’s Super League (WSL) has secured a groundbreaking £65 million domestic television rights deal with Sky Sports and the BBC. This five-year agreement, spanning from 2025 to 2030, marks a significant step forward for the newly formed Women’s Professional Leagues Limited (WPLL) and the women’s game as a whole.
A Vital Lifeline for the WSL
For the WPLL, a self-described “startup” entity tasked with overseeing the WSL and the Women’s Championship, securing this broadcast deal was an absolute necessity. The guaranteed income stream of approximately £13 million per season provides a vital lifeline for the leagues, clubs, and players.
Though the figures pale in comparison to the staggering £6.7 billion deal enjoyed by the men’s Premier League, it’s important to remember that women’s football was banned in England until 1971. The progress made in the intervening decades is nothing short of remarkable, and this deal represents another significant milestone.
A Boost to the Bottom Line
The broadcast revenue, coupled with Barclays’ title sponsorship deal worth an estimated £9-10 million per season, provides the WPLL with a solid financial foundation. Add to that a £20 million interest-free loan from the Premier League, and it’s clear that the women’s game is attracting serious investment.
“With between £22m and £23m of cash already coming in, per season, for the next three years, it is not a bad first few months for a ‘startup'”, a source close to the negotiations revealed.
Questions Remain
Despite the positive news, questions remain about how this revenue will be distributed among the 23 clubs in the WSL and Women’s Championship. The deal’s five-year term has also raised some eyebrows, with speculation that a shorter agreement could have allowed for a larger rights fee if England enjoys success at the 2025 Euros or 2027 World Cup.
However, the long-term stability and security provided by a five-year deal cannot be overlooked. It allows the leagues to plan for the future and protects them from the potential fallout of a broadcaster collapse, as experienced with Setanta in 2009.
Sky Sports: The Biggest Investor
Sky Sports, having secured the rights to 118 matches per season and 75% of the “first picks”, has established itself as the WSL’s leading broadcast partner and biggest investor. This level of commitment from a major broadcaster is a testament to the growing appeal and potential of women’s football.
The Fan Experience
For fans, the increased television coverage is a double-edged sword. While it provides unprecedented access to live WSL action, it may also lead to more disruption to kick-off times and travel plans. The majority of televised games are expected to remain on Sundays, with Sky’s main slot at noon and the BBC’s at 2:30 pm, offering some relief to match-going supporters.
The Road Ahead
As the WSL enters this new era of increased visibility and financial stability, the hard work is only just beginning. The WPLL has set an ambitious target of becoming the first billion-pound women’s league within a decade, a goal that will require sustained effort, innovation, and investment.
The £65 million TV deal is a fantastic start, but it’s just the first step on a long and exciting journey for women’s football in England. With the right support, strategy, and vision, the WSL has the potential to become a global leader in women’s sports and inspire a new generation of players and fans alike.
