The prospect for massive broadcasting discussions between TV giants Sky and ITV might have an impact on clubs across the EFL.
According to football finance expert Dr. Dan Plumley, the 72 clubs in the Championship, League One, and League Two could put pressure on the former of the two broadcasting organizations, which have been broadcasting live matches for many years now, while the latter currently has rights to broadcast a handful of live matches throughout the season, as well as hosting weekend and midweek versions of the EFL’s highlights show, which was previously showcased on Quest and the BB
The various ways in which supporters across the country and around the world can access the self-proclaimed ‘beautiful game’ has been a hot topic of discussion in recent seasons, particularly since the COVID-19 lockdowns of 2020 and 2021, which left many with no choice but to watch their teams through a television screen due to restrictions that meant Premier League, EFL, FA Cup, EFL Cup, and UEFA competition matches were largely played behind closed doors.
Since then, however, there has been increasing pressure from a group of supporters to allow additional access to matches, particularly those that begin at the traditional time of 3PM on a Saturday afternoon, which are currently unavailable due to the ‘blackout’ rule, which operates between the hours of 2:45PM and 5:15PM.
However, with multiple rights holders now vying for the opportunity to showcase some of England, Europe, and the world’s best stars in the coming years, the EFL may be impacted by ongoing negotiations, despite the fact that a £935 million deal was struck between the governing body and Sky Sports ahead of last season.
Dr. Dan Plumley outlines how Sky and ITV’s broadcast agreements could influence EFL teams.
Currently, Sky Sports broadcasts 328 Championship matches per season, as well as every EFL Trophy and EFL Cup fixture, with 10 games picked for terrestrial transmission on ITV following a £15 million contract signed in 2024.
It was reported at the beginning of the month that ITV was in preliminary talks with Sky over a potential £1.6 billion deal that would provide them access to media and entertainment shows currently broadcast on their numerous channels and streaming services.
As previously stated, EFL-regulated matches fall under this category, and given the financial incentives available, Plumley told Football Insider that clubs in the ’72’ may put pressure on Sky to agree to such an outcome, with the aforementioned contracts set to expire at the end of the 2028/29 season.
“We’ve seen ITV have already agreed with Sky that they can show some Championship games, free to air, which has been well received, and I think that’s brilliant for the exposure of the EFL,” Plumley told the press.
“Our existing agreement is only valid until 2028-29. It was a tremendous deal; it lasted five years. So there will be no movement throughout that specified period. I believe this will be the case if the transaction goes through.
“And then looking at how ITV and Sky kind of operate or what Sky do and how they kind of tackle that from a strategic position moving forward, it might mean that we see an increase on the next deal, which is what the clubs will be wanting anyway,” said the financial professional.
“And, of course, Sky will under pressure to deliver some growth as well. But, considering where we are today, we still have a few years or so on that original deal. So I believe this is something to keep an eye on.
Access to EFL matches has undoubtedly caused a stir in recent times.
The aforementioned possible changes are definitely intriguing, and given the modern environment of football, any additional TV-related revenue is frequently critical to the expansion of sides, with more revenues also supporting elements such as a transfer budget or enhanced infrastructure.
However, it is likely to divide opinion among many, as has been the case with how the sport is now available.
Coventry City, in particular, have received major criticism so far this season for charging £45 for adult tickets when it comes to high-profile encounters against Birmingham City and West Bromwich Albion, while Sky haven’t gotten away scot-free in the eyes of many supporters, as evidenced by a banner unveiled by Middlesbrough supporters in their 2-1 victory over Ipswich Town in October, with those from Suffolk forced to make a lengthy journey on a Fr
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