The traditional Saturday 3pm football blackout—once untouchable in British sport—might be edging closer to its end, and it’s not because of changing attitudes alone.
Broadcasters like Sky Sports believe that the growing number of fans watching illegal streams could accelerate the change faster than expected.
The Cost of Illegal Streaming Is Skyrocketing
Back in May, a report highlighted just how expensive this issue has become.
Across Europe, football’s governing bodies and TV networks are losing billions each year due to illegal streaming technology.
Devices like the so-called “dodgy Fire Sticks” have made it easy for fans to watch matches without paying—and while police have made arrests, including one in Halifax earlier this year, the demand hasn’t slowed down.
Sky Sports’ Massive Coverage for the New Season
From the start of the new Premier League season, Sky Sports will show 215 live top-flight matches, while TNT Sport will air 52.
That means every fixture that doesn’t kick off at 3pm on a Saturday will be shown live on a UK broadcaster.
The blackout, however, remains in force until at least 2029 as part of Sky’s new four-year deal.
A Shift in Attitudes Behind the Scenes
Speaking ahead of the new season, Sky Sports managing director Jonathan Licht hinted that illegal streaming is a key reason the industry might rethink the 3pm rule.
He admitted there’s “a direction of travel” towards more coverage and acknowledged that piracy has made the blackout a “point of vulnerability” for broadcasters.
Licht stressed that piracy is tied to organised crime and that letting it become “normalised” is dangerous for the industry.
Lessons From Abroad
France provides a cautionary tale. Regulatory body Arcon reported that sports in the country lost around £200 million to audiovisual piracy.
Licht warned that such losses have driven down the value of broadcasting rights elsewhere in Europe—and no one wants to see that happen in the UK.
A Rule That’s Becoming Outdated
The 3pm blackout was originally designed to protect matchday attendance and amateur football.
But with the rise of global coverage, the rule feels increasingly out of step.
Gary Neville noted that fans in other countries can watch every Premier League match live, and UK supporters are starting to expect the same.
Sky Sports’ New Viewer Experience
Alongside the conversation about the blackout, Sky is also rolling out a host of broadcast innovations.
Fans can now use “Multiview” to watch several games at once, with one presenting team jumping between key moments.
Another feature, “Fanalysis,” will bring fan perspectives for every Premier League side.
Longer Super Sundays and Extra Entertainment
Super Sundays will now run longer, with Jamie Carragher hosting a new reaction show called Extra Time.
To add to the atmosphere, the programme will feature a soundtrack from rock band Kasabian—giving post-match coverage a new, high-energy twist.