ITV Announce Landmark Deal as Home of the England Women’s Team

The Lionesses secure a four-year deal with ITV ?

September 6th 2021

The England Women’s team has signed a historic four-year deal with ITV, that will see the team’s qualifying campaigns for World Cup 2023 and Euro 2025 broadcast live and free-to-air.

Starting with the Lionesses’ game against North Macedonia on September 17, ITV will now broadcast all of the team’s qualifying matches, plus friendlies, on ITV, ITV4 and ITV Hub.

While major tournaments for the women’s game have attracted large audience sizes in recent years, fixtures outside of those major moments haven’t received the platform they deserve. With this new long-term deal, all that changes.

Speaking on the importance of the deal, the FA said:

“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.”

The deal means three major broadcasters in the UK are now committed to showing the best of women’s football in this country, following BBC and Sky’s historic partnership for the Women’s Super League, which kicked off this weekend.

Major moves.