WSL returns to Sunday nights on Sky as kick-off times change in 2026-27
More Friday night fixtures planned and simultaneous Sunday kick-offs also reduced.
The Women’s Super League has revealed it will return to the Sunday night broadcast slot on Sky next season as it bids to increase its live television audiences.
The WSL has previously benefitted from increased viewing figures on Sunday nights, despite the 6.45pm Sunday night slot proving unpopular with hardcore fans of women’s football. The timeslot gives the WSL a huge ratings boost as the match follows on from Sky’s first-pick Premier League game at 4:30pm, but is often scheduled too late for children to comfortably attend.
Last season, the broadcaster scrapped the WSL’s Sunday night game in favour of a Sunday 12pm kick-off time, which was thought to be more beneficial to match-going fans. However, the WSL’s TV audiences and match attendances struggled last season, as fans fought with travel challenges to make the earlier kick-offs and Sky Sports lost its natural bump from viewers staying on after a 4.30pm Premier League clash.
Last season, Everton were the only WSL side to increase their average attendance across the season (3,678) compared with their previous two campaigns. This came as a result of a move to Goodison Park, the previous home stadium of Everton’s men’s team. Arsenal’s average attendance of 34,345 was fractionally smaller than their best-ever average attendance of 35,829 achieved during the 2023-24 campaign.
The Cutback understands Sky Sports’ multi-view offering — a feature of the 2025-26 season, when Sunday WSL games kicked off simultaneously — will not return for the 2026-27 season.
In addition, there will be more Friday night fixtures scheduled for broadcast to maximise television audiences and match attendances, subject to stadia availability.
The Cutback understands that teams not featuring in the main broadcast slot on Sky Sports or the BBC will have more flexibility on their kick-off times. Last season, many clubs were left frustrated as simultaneous kick-off times negatively impacted attendances and, in a bid to boost numbers this season, clubs will be empowered to prioritise kick off times that are attractive to fans.
News of these changes for 2026-27 has come with the announcement of WSL fixtures for the 2026-27 season earlier today.
London City Lionesses will take on Manchester United in the opening game on Friday 4 September, which will be broadcast on Sky Sports.
Chelsea vs. Aston Villa will be the first match on BBC One and will be played at 12.30pm on Saturday 5 September. The opening weekend of games features two matches kicking off at midday on Sunday 6 September, two at 2pm and one at 2.30pm.
In the second round of matches, Aston Villa host Manchester City on Sunday 13 September at 6.30pm live on Sky Sports. The match will follow on from Sky Sports’ ‘Super Sunday’ coverage of the Manchester derby in the Premier League.
In total, Sky Sports will broadcast 163 matches from the expanded 14-team WSL across its main channels, streaming and the Sky Sports WSL YouTube channel. The BBC will air 25 games.
Walking a tightrope
In May, The Cutback released its first report evaluating the commercial viability of women’s football around the world. From visibility to viability: A blueprint for the next phase of women’s football examined the commercial landscape across the game, including the stark reality of attendances across the WSL.
In the report, several executives told The Cutback that improving attendances and the general matchday experience should now become the primary focus of the women’s football industry, particularly at club level. They also believed that, if necessary, this should be done at the expense of growing broadcast ratings and revenue.
Fixture scheduling is becoming a challenging issue in women’s football as more sides have moved to share stadia with their men’s side, which always gets preference and priority. A similar concern exists around broadcast windows that clash with elite men’s football, which results in much poorer TV viewership of women’s football.
Leagues must also be mindful of clashing with grassroots girls’ football, as this is the core demographic leagues and clubs are currently trying to attract to the stadiums.
In the same vein, matches scheduled in evening timeslots also suffer – as seen across the Uefa Women’s Champions League – as families are reluctant to break routines for younger children.
The full fixture list for the 2026-27 season is available on WSL Football’s website.
I will not miss those simultaneous noon kickoffs.
The other frustration is how late it is left to confirm days and times of games. When you are having to plan travel and accommodation for home and away games, it is much easier with more notice.
I can but hope that once they figure out what times work (and this year looks better than last) they will then move on to that aspect.