In a significant move for UK football fans, ITV has announced that it will broadcast two Sky Bet Championship fixtures. This development comes as part of an agreement with Sky Sports and the English Football League (EFL), aimed at providing free-to-air coverage for all UK football enthusiasts.
The first match to be aired will be Leeds United v Sheffield Wednesday on Sunday, 19 January. The game will be available on both ITV1 and ITVX. Following this, Middlesbrough v Sunderland is scheduled to air on Monday, 3 February on the same channels.
This initiative is a major step towards making championship football more accessible to fans across the country. By offering these matches free-to-air, more viewers can enjoy high-stakes games without needing a subscription service.
Continued coverage
In addition to the Sky Bet Championship fixtures, ITV’s English Football League coverage continues with another exciting event. The second-leg Carabao Cup match live at Anfield between Liverpool and Tottenham Hotspur is set for Thursday 6th February. This highly anticipated match will also air on both ITV1 and ITVX with kick-off scheduled for 8 pm.
Mark Demuth, Controller of ITV Sport, said:
"We are delighted to continue our relationship with the EFL by broadcasting free-to-air fixtures for our viewers to enjoy. The Carabao Cup and Sky Bet Championship are staples of English football and I am sure fans will relish the opportunity to watch on ITV Sport."
Trevor Birch, Chief Executive of the EFL, said:
"The EFL is home to some of the most popular and exciting competitions in world football, and the competition for promotion places is already shaping up to be as competitive as ever across the three divisions as we head into the second half of the season. We are delighted that this agreement between the League, ITV and Sky Sports will open them up to an even wider audience, and would like to extend our thanks to both partners for making this possible."
Win-Win Situation
This move by ITV not only benefits sports fans but also those interested in sports betting. With increased access to live games, betting enthusiasts can make more informed decisions based on real-time performance rather than relying solely on statistics or past performances.
Moreover, this could potentially increase engagement in sports betting as viewers have an opportunity to place bets while watching their favourite teams play live - adding an extra layer of excitement during the matches.
ITV's decision marks a significant shift towards making top-tier football accessible to all UK fans regardless of whether they subscribe to premium services or not. By broadcasting these fixtures free-to-air, ITV is not only catering to the needs of football fans but also sports betting enthusiasts. This move could potentially revolutionize how viewers engage with football, making it a more inclusive and exciting experience for all.
