23 Nov 2025
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The English Football League and Sky Sports have officially revealed their broadcast lineup for matches between January 9, 2026, and March 2, 2026 — a move that underscores just how deeply football is now woven into the fabric of British TV. Announced on November 7, 2025, the selections aren’t just routine scheduling; they’re the latest chapter in a seismic shift in how fans consume the game. With over 1,000 EFL games slated for live broadcast and a record minimum of 215 Premier League matches per season under a new four-year deal, the days of Saturday 3pm blackouts and sparse midweek coverage are officially over. This isn’t just about more games — it’s about accessibility, revenue, and the quiet erosion of tradition in favor of commercial reality.
More Than Just Numbers: The New Normal for Football Viewing
It’s easy to get lost in the stats — 1,891 total EFL fixtures, 1,000+ televised, every one of the 72 clubs appearing more than 20 times — but what’s truly striking is how uniformly the schedule now favors Sky’s platforms. Gone are the days when a League Two match between Swindon Town and Oldham Athletic on November 22, 2025, might have flown under the radar. Now, it’s scheduled for 12:30 GMT on a Saturday, live on Sky Sports+. Even lower-league games are being treated like events. And it’s not just about filling airtime. The league’s TV selection rules, requiring notifications by July 3, 2025, for all matches before season’s end, mean clubs now plan their entire calendars around broadcast windows. That’s a new kind of pressure.
Meanwhile, the Premier League’s broadcast strategy has become a machine. Chris Weatherspoon, football finance expert at The Athletic, notes that 160 Premier League games have already been picked for the first 24 match weeks — nearly 60% of the season’s total. That’s not an accident. It’s a formula: teams with European commitments — like Nottingham Forest and Aston Villa — get moved off the traditional 3pm Saturday slot, making them eligible for prime-time TV. The result? More exposure for mid-table clubs, more revenue for the league, and more content for Sky. Newcastle United sits joint fourth in club selections, not because they’re title contenders, but because their Thursday Europa League ties naturally push their next Premier League match into a broadcast-friendly window.
Fixtures That Made the Cut: A Week-by-Week Snapshot
The schedule is dense, deliberate, and designed to maximize viewership. Take January 8, 2026 — a Thursday. That’s when Arsenal hosts Liverpool at 20:00 GMT, a marquee clash that would’ve once been reserved for Sunday. But now? It’s a headline event, live on Sky Sports. Earlier that week, on January 6, West Ham faces Nottingham Forest at 20:00 GMT. The next day, January 7, sees a staggering eight matches kick off at 19:30 GMT — including Manchester City vs. Brighton, Burnley vs. Manchester United, and Everton vs. Wolves. It’s overwhelming. It’s also brilliant business.
Even the final day of the season has been reimagined. For the first time ever, Sky will broadcast all 10 Premier League matches simultaneously on the last Saturday — no more waiting for the 16:00 kick-offs. Fans won’t need to flip between channels. They’ll get the full drama, live. Dana Strong, Group Chief Executive Officer of Sky Group, called it "a fantastic result for Sky customers." And she’s right — if you’re a fan who wants to watch every goal, every tackle, every last-minute winner, you’re living in the golden age of football TV.
Who’s Winning? And Who’s Losing?
The winners are clear: Sky Sports, the Premier League, and fans with subscriptions. But the losers? That’s trickier. Local broadcasters and free-to-air channels are being edged out. The 3pm Saturday blackout — once a sacred rule to protect matchday attendance — is now a relic. Some argue it’s a necessary evolution; others fear the soul of the game is being auctioned off. Clubs like Swindon Town or Oldham Athletic benefit from exposure, but they’re also at the mercy of a schedule that can move their home game to a Monday night with little notice. That disrupts local economies — pubs, transport, families planning weekends.
And then there’s the financial gap widening between the top tiers and the rest. While Sky will show every EFL club more than 20 times, the money doesn’t trickle down evenly. The Championship gets 92 games televised; League One and Two get the rest. But even that’s more than ever before. The Carabao Cup and Vertu Trophy are now regular features on Sky Sports+, meaning even non-league derbies get national exposure. That’s a win for community clubs — but it also means their fans are now expected to pay for access.
What’s Next? The Bigger Picture
Look ahead to 2027/28, and Sky Sports will hold exclusive rights to all 342 matches from the UEFA Europa League and UEFA Europa Conference League. That’s not just a deal — it’s a consolidation. Sky isn’t just the home of English football anymore. It’s becoming the gatekeeper of European club football in the UK. And with NOW streaming offering every televised match, the days of relying on traditional TV are fading fast.
The 2025/26 season is the most televised in British football history. But it’s also the most complex. You need a subscription, a streaming login, and a schedule bookmarked. There’s no longer a single channel where you can catch everything. The game is more visible than ever — but it’s also more fragmented. And that’s the real story.
Frequently Asked Questions
Why are so many Premier League games being shown on Sky Sports now?
Sky secured a new four-year deal to broadcast a minimum of 215 Premier League matches per season, up from previous years. The agreement includes all 10 matches on the final day for the first time, and games involving clubs with European fixtures are automatically moved away from the 3pm Saturday slot, making them eligible for live broadcast. This increases exposure for mid-table clubs and maximizes Sky’s content pipeline.
How does this affect fans without a Sky subscription?
Fans without Sky Sports or NOW streaming access will miss over 60% of Premier League games and nearly all EFL matches. Free-to-air options are shrinking — only a handful of matches per season are now available on ITV or BBC. This raises concerns about football becoming a paywalled sport, especially for lower-income households and younger fans who rely on free TV.
Why are lower-league clubs like Swindon Town and Oldham Athletic being televised more often?
Sky’s EFL deal guarantees every one of the 72 clubs at least 20 live appearances. This boosts exposure for smaller clubs, helps them attract sponsors, and supports the league’s financial model. Matches like Swindon vs. Oldham on November 22, 2025, are scheduled for midday Saturday to maximize viewership without conflicting with Premier League games — a smart scheduling tactic that benefits both Sky and the clubs.
What’s the impact on matchday attendance at EFL grounds?
There’s evidence that televised matches, especially on weekdays or non-traditional slots, can reduce stadium attendance. A 2023 study by the Football Supporters’ Association found that 28% of EFL fans skipped games when they were broadcast live. While exposure brings revenue, it also risks disconnecting clubs from their local communities — a tension that’s growing as schedules become more commercially driven.
Will other broadcasters ever compete with Sky Sports for football rights?
It’s unlikely in the short term. Sky’s deep pockets and exclusive deals with both the Premier League and EFL, plus their ownership of NOW streaming, create a near-monopoly. BT Sport exited football broadcasting in 2020, and Amazon’s focus remains on Thursday night Premier League games. Without a major challenger, Sky’s control over British football TV is likely to deepen — and with it, the cost to fans.
When will we know the full broadcast schedule for the rest of the 2025/26 season?
The EFL requires all broadcast selections to be announced by July 3, 2025, for matches before the season ends. However, Sky often makes last-minute changes — especially for Premier League fixtures — up to 14 days before a match. Fans should expect updates through January and February 2026, particularly for matches involving top clubs or European tieovers.