BBC and Sky Sports have secured broadcasting rights for Women’s Super League on a three-season contract until Summer 2024.
This deal will see a minimum of 57 matches televised live across BBC and Sky beginning from 2021-22 season, with untelevised matches instead being streamed on the FA Player.
Speaking on the decision to award split-rights, FA Director of Women’s Football – Kelly Simmons hailed this deal as a ‘game-changing agreement’ which is expected to “transform the WSL.”
BBC will televise a minimum of 18 live matches across BBC One and BBC Two, with up to four further matches put on Red Button and online.
Sky will show up to 44 matches in each of next three seasons, with a minimum of 35 games broadcast across Sky Sports Main Events, Premier League and Football channels.
As part of this deal, Sky will make a selection of live matches available for Sky One and Sky Sports Mix.
This announcement also marks the first time that WSL rights have been sold separately to the men’s game, with clubs set to receive a proportion of revenue whilst part of their income will be distributed to Championship clubs to boost their development.
FA Director of Commercial and Marketing, Kathryn Swarbrick, meanwhile is “thrilled” that both broadcasters have creative visions for the sport which ‘very much aligns with our own…’ moving forward.
Sky Sports Managing Director, Rob Webster is “delighted” to expand the broadcaster’s football portfolio but has one target, saying: “Our goal is to bring our customers more of what they love, and we are certain the league will be a success with our football-hungry viewers.”
Webster also confirmed that WSL coverage will get the same treatment as Premier League and EFL coverage with proper pre-match build-up varying from 15-60 minutes depending on slot alongside in-depth post match analysis.
Barbara Slater, Director of BBC Sport feels that this moment is “fantastic” for the progress of WSL with BBC remaining the free-to-air (FTA) partner but promoting live coverage from Red Button to BBC One and BBC Two.
Slater also noted that with UEFA Women’s Euro 2022 set to be held in England next summer, this deal will help to build more ‘excitement’ ahead of the home tournament.
BT Sport will consequently bow out as the Pay TV partner at the end of this season, with the futures of their current presenting team unclear.
How will Broadcast Details Work?
BBC will broadcast up to 22 matches across their platform with a minimum of 18 matches confirmed for BBC One or BBC Two, with the broadcaster airing one match live per weekend.
Sky will have up to 44 live matches with a minimum of 35 televised across their Main Event, Premier League and Football channels, whilst some games will be simulcast on Sky One and Sky Sports Mix.
Untelevised matches will be streamed on FA Player with BBC and Sky both holding rights to online coverage, in-play clips and highlights alongside WSL clubs.
Although Sky and BBC are expected to air up to three games per round, there will be four different television slots available for broadcast, although these slots could change from round to round for a multitude of reasons;
- Friday – 6:30pm
- Saturday – 11:30am
- Sunday – 12:30pm
- Sunday – 6:30pm
WSL clubs will pick up 75% of investment revenue with those in the Women’s Championship collecting 25%.
‘Visibility and investment are such key factors’
With BBC and Sky both now on-board with a radical revamp of WSL rights featuring proper mainstream coverage for the first time, several key figures in the Football Association feels that this a huge step forward for women’s football.
Simmons spoke of ‘visibility and investment’ as ‘such key factors’ in growing women’s football, with Sky Sports’ arrival alongside BBC’s improved renewal in an increase of live matches believed to be ‘signifying’ the true value of the sport at present.
Swarbrick meanwhile is pleased with the aligned ‘vision’ between all parties with promising plans to boost the sport, commenting: “… they outlined some very exciting plans for showcasing the Barclays FA Women’s Super League.”
This deal also marks a positive move to match the WSL’s ‘ambitious strategy’ to make the WSL the best women’s professional sports league in the world, with Chair – Dawn Airey confident of this new broadcasting partnership, adding: “We believe that having this new partnership with Sky Sports and the BBC will go a long way to helping us achieve that.”
‘This is Amazing’
Within hours of the announcement being made, players spoke of their happiness at the step forward in broadcasting of women’s football, with Chelsea’s Bethany England describing the news as ‘amazing’.
Now this… this is AMAZING! The women’s game finally being given the platform it deserves 🤩🙌🏼 https://t.co/4Z5xYe0BWC
— Bethany England 💙 (@Bethany_Eng15) March 22, 2021
FA Regional Talent Clubs Manager, Sharon Brownlie meanwhile hailed this moment as ‘critically important’ in expanding the reach of WSL.
Monumental moment for the women’s game. Access to the @BarclaysFAWSL is critically important to allow everyone across the country to enjoy the beautiful game. The BBC will show the Barclays Women’s Super League games on network free -to-air next season. 🤩🥳 https://t.co/gl3lM3Na7M
— sharon brownlie (@sharonbrownlie3) March 22, 2021
Birmingham City Women manager, Carla Ward has meanwhile called this decision a ‘game changing moment’ for the sport, tweeting:
This is HUGE! Truly is a game changing moment for the women’s game, no greater moment to inspire the next generation 👏🏼 https://t.co/iyeI21MppG
— Carla Ward (@cwardy7) March 22, 2021
Aston Villa’s Anita Asante described this development as an example of where talk is turned into proper action, tweeting:
When talk turns to action…a great step in the right direction! 👏🏾 https://t.co/brqRf15gAL
— Anita Asante (@NicenNeetz) March 22, 2021
Chelsea player, Magdalena Eriksson is pleased to see the WSL given the setup which it ‘has deserved for years’ with this move.
We’re finally getting the setup our game has deserved for years. I’m very happy today https://t.co/PLz6s5iW8J
— Magdalena Eriksson (@MagdaEricsson) March 22, 2021
Eriksson’s Blues teammate, Pernille Harder is ‘happy’ to see Sky come on board whilst BBC improve their offering to match the WSL’s ambitions.
So happy to see Sky Sports and BBC match the ambitions of our game. We are making moves 🙌🏼 https://t.co/yaFsJ6DInW
— Pernille Harder (@PernilleMHarder) March 22, 2021
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