A coalition of 25 prominent sports governing bodies and broadcasters has formally requested that the UK government implement tax credits to incentivize the production of live women’s sports coverage. The letter, submitted to Chancellor John Healey on Friday, argues that current market conditions fail to adequately support year-round broadcasting, resulting in women’s sport accounting for only 13% of total televised sports viewing hours in 2025.
Signatories to the proposal include the chief executives of the Football Association, the Rugby Football Union, the England and Wales Cricket Board, and the Women’s Super League (WSL), alongside leaders from British Cycling, golf, and Formula One. Major media entities such as Sky Sports, ITV, and YouTube have also backed the initiative, which seeks to extend the existing audio-visual expenditure credit scheme—currently used for independent film and children’s television—to the live production of women’s sporting events.
The proposal arrives as the WSL begins its new season with every fixture scheduled for live broadcast in the UK, though the landscape remains challenging. While WSL2 matches are available via YouTube, the BBC recently decided to cancel its long-running highlights program, The Women’s Football Show. This follows a trend where governing bodies, such as the RFU and the WSL, have often had to subsidize production costs to ensure coverage remains on air.
Proponents of the tax credit argue that the current lack of investment constitutes a market failure that harms both the economy and public health. By offering incentives similar to the 53% tax relief available to independent film companies since 2004, the coalition estimates a direct economic return of £1.40 for every £1 invested by the Treasury. Furthermore, they project that these measures would generate £6.5 billion in indirect public health benefits by 2035, the year the UK and Ireland are scheduled to host the Women’s World Cup.
The letter emphasizes that while global interest in women’s sport is rising, growth is currently too dependent on major tournament cycles rather than consistent, year-round engagement. The signatories believe that a targeted expenditure credit would create a more favorable ecosystem, allowing producers to secure funding more easily and invest in higher production values that enhance the viewer experience.
Beyond the financial implications, the coalition asserts that the move would create new jobs within the broadcasting and production sectors. By supercharging live coverage, they aim to capitalize on the achievements of British sportswomen, thereby increasing visibility and participation across the country. The proposal remains a key point of focus for industry leaders as they look to solidify the UK’s position in global sports ahead of the upcoming Women’s World Cup decision by FIFA in November. The report also notes that but faces challenges attracting broadcasters in a congested market, the WSL is the second-richest league in women’s sport after the National Women’s Soccer League in the US. The report also notes that independent film companies are able to claim tax relief of up to 53% under a scheme announced by Tony Blair’s government in 2004. The report also notes that the chancellor before Healey, Rachel Reeves, received some criticism for not improving its terms in last autumn’s budget. The report also notes that “Despite growth year on year, women’s sport still represents a relatively small share of total sports viewing (13% of all viewer hours in 2025) and growth remains largely driven by major tournaments, rather than the year-round coverage tuned into for male equivalents,” the letter says. The report also notes that in app, tap the Profile settings button at the top right, then select Notifications. The report also notes that make sure you’re on the most recent version, if you already have app. The report also notes that download it from the iOS App Store on iPhone or the Google Play store on Android by searching for ”, if you don’t have app. The report also notes that ‘Audience demand for women’s sport is growing’.
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