Under the terms of a new four year deal, ITV is set to show all of the England women’s senior team’s tournament qualifiers and internationals.
Up until 2025, the Lionesses’ efforts to reach both the World Cup and European Championships – including friendlies – will be broadcast live and free to air across all ITV divisions, with the first coverage beginning on Friday 17 September for it’s FIFAWorld Cup qualifying match against North Macedonia.
Kathryn Swarbrick, FA Commercial and Marketing Director, commented: “This partnership is critical for the FA, not only to drive the reach and profile of the Women’s senior team, but also to drive girls’ participation.
“We know when girls see elite women’s football in action it inspires them, and makes them believe football is a sport for them. With a successful launch of the Barclays FAWSL season over the weekend and this new game changing partnership, it is a truly exciting time for Women’s football in England.”
This deal means that ITV now broadcasts both England Women and England Men’s senior teams, with the free-to-air network showing the men’s senior side’s World Cup, European Championship and friendly games, home and away, until 2022.
Niall Sloane, ITV Director of Sport, said: “This is an exciting moment to announce this deal with England Women about to start their qualifying campaign for the 2023 World Cup and at the outset of a season which will build towards England hosting the Women’s EURO next summer.”
This new deal adds to ITV Sport’s portfolio of first class events, and has not come long after England and Scotland’s draw in the Euro Championships in June, which became the broadcaster’s most watched Euro 2020 match peaking at 20 million viewers.
Additionally, with the €24 million cash boost for women’s football across Europe being revealed in April 2021, the sport is taking the steps in becoming more commercially successful.
Sloane added: “We’re delighted to be able to bring viewers the very best coverage of the action and the stories, live and free to air, over the coming years.”