WSL Reintroduces Sunday Evening Kick-Offs in Broadcast Strategy Overhaul

The Women’s Super League (WSL) is set to reintroduce Sunday evening kick-offs for the 2026-27 season following a review of its broadcast strategy prompted by lackluster viewing figures last year.

Last season, the majority of televised WSL matches were scheduled for Saturday and Sunday lunchtimes. However, this approach did not generate the expected audience numbers, leading the league to reconsider its fixture timings. The Guardian has learned that the WSL will now offer six different TV slots to broadcasters, marking a significant shift in how the league’s matches are presented to fans.

This change aims to diversify the viewing options for supporters and potentially attract a wider audience by providing more flexible scheduling. The reintroduction of Sunday evening games, which were dropped last season, is a key part of this overhaul. By spreading matches across various time slots, the WSL hopes to increase engagement and better fit into viewers’ schedules.

The move reflects the league’s commitment to growing its audience and improving the overall visibility of women’s football in England. Offering broadcasters a broader range of kick-off times could also enhance the commercial appeal of the league, helping to secure more lucrative media deals in the future.

With the 2026-27 fixtures due to be released later on Thursday, fans and broadcasters alike will be able to see the full extent of the new scheduling format. The next step will be to monitor how these changes impact attendance and viewership figures as the season progresses.

Looking ahead, the WSL’s revised broadcast strategy could set a precedent for other women’s leagues aiming to optimize their TV coverage and fan engagement. The upcoming season will be a crucial test of whether offering multiple kick-off slots, including the previously dropped Sunday evening games, can help elevate the profile of the league.

For more details, visit The Guardian.