For the first time in English football history, Sky Sports and ITV will air the same match live on both channels — not just finals, but regular round games — starting January 2025. The surprise deal, announced on May 30, 2024, was approved by English Football League clubs and runs through the 2026/27 season. It’s a seismic shift in broadcasting: fans without pay-TV subscriptions will now get free access to top-tier EFL action, while Sky’s subscribers get deeper coverage than ever before. The move isn’t just about access — it’s about survival for clubs outside the Premier League.
Why This Deal Changes Everything
For decades, live football on free-to-air TV in the UK has been reserved for the FA Cup final, occasional Premier League highlights, and the occasional World Cup. But the Carabao Cup — once seen as a minor trophy — is now being elevated into mainstream culture. The EFL’s new partnership with Sky Sports already delivers over 1,000 live matches per season, a fourfold increase from just five years ago. Now, ITV is stepping in to broadcast select games simultaneously, breaking the long-standing model where exclusive rights meant one broadcaster, one channel.Here’s the twist: it’s not a competition. It’s collaboration. Both networks are sharing matches to maximize reach. That means fans who can’t afford Sky Sports can still watch Liverpool or Newcastle United in cup action — and they’ll see the same kickoff time, same commentary, same tension.
What Matches Are Being Shared?
The agreement mandates ITV to broadcast at least nine Carabao Cup matches each season: one from each of the first four rounds, two quarter-finals, one semi-final, and the final. For the 2025/26 season, confirmed fixtures include Liverpool versus Crystal Palace on October 29, 2025, and Newcastle United versus Tottenham Hotspur on the same night — both in the fourth round. These aren’t random picks. They’re marquee matchups with built-in fanbases.ITV will also simulcast 10 EFL Championship games per season, with five scheduled for the second half of 2024/25. Look for Sheffield Wednesday versus Sheffield United on November 23, 2025, and Derby County versus Leicester City on December 6, 2025. These are local derbies with emotional weight — exactly the kind of games that draw crowds and viewers alike.
Meanwhile, Sky Sports+ — the new multi-stream platform launched with the 2024/25 season — will carry up to 15 live games simultaneously on different feeds. That means if you’re a Sky subscriber, you can watch your team’s match live while also catching a secondary game on another channel. No extra cost. No subscription upgrade. Just more football.
How This Helps Lower-League Clubs
Let’s not forget who benefits most: the 72 clubs across the Championship, League One, and League Two. Before this deal, many of these teams rarely appeared on TV. Now, every single one is scheduled for over 20 broadcasts per season. That’s not just exposure — it’s revenue. Broadcast income is a lifeline for clubs like Wrexham, Grimsby Town, and QPR, who rely on TV money to balance budgets after years of financial strain.The 2024/25 season already showed the power of this exposure: Grimsby Town’s shock 2-1 win over Manchester United in the Carabao Cup drew over 3 million viewers on ITV. The club’s social media following jumped by 40% in a week. Newcastle United’s 2-1 final win over Liverpool at Wembley — their first trophy since 1955 — was watched by 8.1 million people. That’s the kind of moment that turns a cup run into a national story.
What About the Premier League?
The ripple effects are already being felt. Premier League fixtures have been adjusted to avoid clashes. Liverpool’s game against Brentford was moved from Wednesday to Saturday, October 25, 2025, because of their Champions League tie on October 22. Aston Villa and Newcastle United had their league games shifted due to Europa League commitments. Even Crystal Palace’s match with Everton was rescheduled after their Europa Conference League game on October 16. This isn’t just about TV — it’s about logistics, player fatigue, and scheduling chaos.And yet, the EFL has embraced it. The league’s chief executive, Rick Parry, called it “the most significant broadcast agreement in our history.” He’s right. For the first time, the entire football pyramid — from Premier League giants to non-league hopefuls — is being served by the same broadcast ecosystem.
What’s Next? The Bigger Picture
This isn’t just about football. The deal opens the door for more joint broadcasts in other competitions. ITV will also carry England’s World Cup 2026 qualifiers against Serbia on November 13, 2025, and Albania on November 16, 2025 — both on ITV1, STV, and ITVX. That’s the same platform that’s now showing Championship games. It’s a signal: football is becoming a shared national experience again.What’s unclear? How long this partnership lasts beyond 2027. And whether other broadcasters like BBC or Amazon will try to join. But for now, the message is clear: football belongs to everyone — not just those who can pay.
Frequently Asked Questions
Why are Sky and ITV showing the same game? Isn’t that unusual?
Yes, it’s highly unusual. Traditionally, broadcast rights are exclusive. But this is a strategic partnership: ITV gets free-to-air content to attract non-subscribers, while Sky expands its reach without losing viewership. The EFL approved it to maximize exposure for lower-league clubs. It’s a win-win — and only the second time in UK football history that simultaneous broadcasts have been allowed, after the FA Cup final.
How many matches will ITV broadcast each season?
ITV must broadcast at least nine Carabao Cup matches annually — including one from each of the first four rounds, two quarter-finals, one semi-final, and the final. Plus, they’ll show 10 EFL Championship games per season, with five scheduled for the second half of 2024/25. They can flex selections to include League One or League Two matches if needed, giving smaller clubs more visibility.
Will this affect how Sky Sports covers the EFL?
No — it enhances it. Sky Sports+ now offers up to 15 simultaneous live streams, a dedicated channel, and a revamped app, all included with existing subscriptions. While ITV takes the high-profile games for free-to-air audiences, Sky continues to provide deep coverage of every match, including lesser-known fixtures and multiple angles. The deal actually increases total EFL broadcasts from 800 to over 1,000 per season.
How does this impact fans who don’t have pay-TV?
It’s transformative. Millions of fans without Sky Sports subscriptions — including families, students, and older viewers — will now be able to watch top EFL matches for free on ITV or ITVX. That includes derbies like Sheffield Wednesday vs. Sheffield United and high-stakes cup ties involving Premier League teams. For many, this is the only way they’ll ever see their local club on national TV.
What’s the financial impact on EFL clubs?
Significant. The EFL’s new broadcast deal with Sky is projected to increase revenue by 60% over the next three years. ITV’s participation adds further value through shared rights fees. Clubs like Wrexham and Grimsby have already seen sponsorship increases after appearing on ITV. For lower-league teams, TV money often funds player wages and youth academies — making this deal a lifeline.
Could this lead to more shared broadcasts in the future?
Almost certainly. The success of this model — especially with the World Cup qualifiers also airing on ITV — shows there’s public appetite for broader access. The BBC has expressed interest in future EFL coverage, and streaming platforms like Amazon could explore joint ventures. This deal isn’t the end — it’s the beginning of a new era where football broadcasting is less about exclusivity and more about inclusion.