Premier League’s 3pm Blackout Could End After 60 Years

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Image credit: Premier League

The long-standing 3pm broadcasting blackout for Premier League and EFL matches may soon be a thing of the past.

According to The Sun, the restriction could be lifted within the next five years, potentially reshaping the football viewing landscape in the UK.

The Current Situation

The blackout, which has been in place for six decades, prevents live broadcasting of games played at 3pm on Saturdays.

This rule aims to safeguard attendance at lower-league matches by encouraging fans to watch games in person rather than on television.

The Premier League’s new four-year broadcasting deal, set to begin next season, will maintain the blackout. However, both the Premier League and EFL agreements are scheduled to expire at the conclusion of the 2028-29 season, opening the door for significant changes.

Changing Perspectives

Traditionally seen as essential to protect matchday attendance, the blackout’s relevance is being questioned.

EFL studies suggest that televising matches has minimal impact on crowd numbers, challenging the necessity of the rule.

With a surge in live games on TV and digital platforms, the football community is increasingly debating whether the blackout is outdated.

Currently, the Premier League broadcasts 270 matches per season, leaving 110 games locked behind the blackout, and this has become increasingly controversial with local fans left frustrated at the fact they can’t watch all of their teams games.

Piracy Concerns

The blackout has inadvertently contributed to the rise in illegal streaming. Fans often resort to using devices like “cracked Fire Sticks” to watch Saturday 3pm matches, undermining the very attendance-focused intent of the restriction.

Recently, the Premier League have cracked down on piracy, threatening jail time and/or a large fine for anyone who illegally streams games that are affected by the blackout.

What’s Next?

Although the blackout remains in place for now, its future is under scrutiny. As midweek fixtures are exempt from the rule, every Premier League game this week is available for streaming on Amazon Prime.

The decision to lift the blackout will likely come as part of broader broadcasting negotiations, potentially marking the end of a long-standing tradition and redefining how fans experience English football.

With the rule being considered ‘outdated’ by many, the 2028-29 proposed change comes at the right time. Both the Premier League and the EFL can capitalise on an even bigger national TV rights deal, strengthening both leagues’ finances.

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Google expands football footprint with AI partnerships at five European giants

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Image Credit: Paris Sain- Germain

Google has announced long-term partnerships with five of Europe’s biggest football clubs.

Expanding the role of artificial intelligence in fan engagement through collaborations with Arsenal, Barcelona, Bayern Munich, Liverpool and PSG.

Google Gemini will become each club’s official consumer AI Partner, while Google Pixel will serve as the official smartphone partner.

The partnerships are designed to deliver AI-powered match insights, personalised fan experiences and exclusive behind-the-scenes content across the clubs’ digital platforms.

Supporters will be able to use Gemini to access tactical insights, historical statistics and match analysis while Pixel devices will be used by club media teams to capture content through the company’s “Shot on Pixel” initiative.

A key component of the partnership is the commitment to increasing the visibility of women’s football.

Google confirmed the agreements cover both men’s and women’s teams, with AI tools and Pixel technology set to help produce content and expand the reach of the women’s game through club media channels.

The announcement continues Google’s growing investment in football technology.

Google initially had individual agreements with several of the clubs, including PSG and Liverpool.

By bringing the partnerships together under the Gemini and Pixel brands, Google is positioning artificial intelligence as a core part of the modern football fan experience rather than simply a commercial sponsorship.

For football clubs, the collaboration highlights a broader industry trend towards technology partnerships that extend beyond branding.

AI is increasingly being used to produce personalised content, deliver deeper match analysis and strengthen engagement with large global audiences.

Clubs continue to invest in these growing digital platforms alongside their traditional commercial portfolios.

The partnerships also reinforce the growing intersection between football and technology, with leading clubs increasingly working alongside global technology companies to enhance supporter experiences and explore new ways of connecting with fans on matchday and beyond.

 

Football Has the Audience. Does It Have the Commercial Strategy?

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Image Credit: One Nil Media

Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.

Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?

That is the question at the centre of Soccerscene’s latest industry research.

The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.

It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.

Is football fully capitalising on its commercial opportunity?

Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.

Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.

The research will look specifically at four key areas:

  • Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
  • Commercial barriers – What is holding football back from reaching its full commercial potential?
  • Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
  • Sponsor value – What are sponsors really looking for when they invest in football?

The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.

Have your say

Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.

The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.

Take the Survey: Commercial Confidence in Football

Complete the Commercial Confidence in Football Survey here

The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.

Football has the audience. The question is whether it has the commercial strategy to match.

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