Controversy has arisen surrounding a multi-million-pound deal between Sky Sports and the Women’s Super League. From September 2021, Sky Sports will show at least 35 Women Super league games across a three-season period. The FA claims that this is the largest commercial deal for any Women’s football division in the world, replacing BT Sport as the top-tier division’s main broadcaster. The deal includes the WSL being featured as one of Sky Sports’ flagship offerings, alongside lengthy build-ups, reactions to all live matches and daily news across Sky digital platforms.
Following a tweet released by @Skysports on March 22, a variety of re-tweets and comments have sparked debate, as to whether Women’s football is deemed significant enough to be gifted such an incredible opportunity.
Positive reactions highlight how the new exposure will help grow and engage the Women Super League’s fanbase, having a positive influence on young female players, who will see their role models play on the big screen. It has also highlighted the impact of this investment, in helping lead to better facilities and coaches, with money going towards central investments and new strategic investments, including refereeing. This will progress the quality of the female game.
However, amongst the array of positive responses, there is a blatant display of sexism and criticism concerning the deal made with Sky. Many have claimed they will cancel their Sky subscription. Some going as far as comparing female football players to “dishwashers” , claiming they would rather watch their toenails grown. This emphasises that despite media attitudes towards Women in football progressing, there is still a long way left in changing societies attitudes towards this topic.
What do you think about the Sky's mega-deal with the WSL?
Has this shown a progressive step within Women's football?
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