WSL revives Sunday evening kick-offs after viewing slump

The Women's Super League is shifting gears this season, bringing back Sunday evening kick-offs after a year-long hiatus. The move comes as part of a major broadcast overhaul, prompted by indifferent viewing figures last season. The league will offer broadcasters six different TV slots for the upcoming campaign, a significant departure from last season's schedule, which largely featured Saturday and Sunday lunchtime matches.

What happened

The Guardian has learned that the WSL will reintroduce Sunday evening games as part of its broadcast strategy refresh. Sunday evening fixtures were dropped last season, with the majority of televised matches played during lunchtime slots on Saturdays and Sundays. Now, the league is expanding its offering to six distinct time slots, giving broadcasters more flexibility and potentially attracting a wider audience.

Why it matters

This move is a direct response to last season's lackluster viewership numbers. By reintroducing evening kick-offs, the WSL aims to capture fans who may have been unable to watch during daytime hours. The decision also reflects a broader effort to optimize the league's TV product and compete for attention in a crowded football calendar. Sunday evening games have traditionally drawn strong audiences in the men's game, and the WSL hopes to replicate that success.

What it means for fans and broadcasters

For supporters, this means more opportunities to catch live action in prime time. The expanded TV slots could lead to more matches being broadcast overall, increasing the league's exposure. Broadcasters, meanwhile, gain greater flexibility to schedule games around existing commitments. The six-slot model could also open the door for new broadcast partnerships or digital streaming options. With the 2026-27 fixture list set to be released later on Thursday, clubs and fans alike will soon see how these changes take shape.

Looking ahead, the WSL's willingness to adapt its scheduling suggests a proactive approach to growing the league's reach. If the Sunday evening experiment pays off, it could become a permanent fixture in the calendar, setting a precedent for how women's football is packaged for TV audiences. The onus is now on broadcasters and clubs to make these slots compelling, with attractive matchups and consistent storytelling. The return of prime-time women's football is a step forward, but the real test will be in the viewing figures.