RFU and Broadcasters Seek Tax Credit for Women’s Sport Coverage

A coalition of major sports organizations and broadcasters, including the Rugby Football Union (RFU), has formally requested the UK government extend audio-visual expenditure credits to production companies covering women’s sports. This initiative aims to increase television coverage and address what they describe as a market failure in the visibility of women’s sporting events.

The joint letter, signed by 25 representatives from entities such as Sky Sports, ITV, the Football Association, and the England and Wales Cricket Board, was sent to Chancellor John Healey on Friday the Guardian Rugby Union reported. It advocates for applying the tax relief scheme, currently benefiting independent films and children’s television, to live production of women’s sports.

Addressing a Market Failure

The signatories, who also include chief executives from British Cycling, golf, and Formula One, argue that only 13% of televised sport watched last year featured women. They contend this represents a significant market failure with economic and public health repercussions.

This collective effort highlights the growing demand for women’s sports globally, driven by the achievements of British female athletes. Extending tax credits is seen as a way to capitalize on this demand and supercharge live production, ultimately benefiting the country.

Implications for Women’s Rugby and Other Sports

The request comes as women’s sports leagues, like the Women’s Super League (WSL), face challenges attracting broadcasters in a competitive market despite their growth. The WSL is the second-richest league in women’s sport after the National Women’s Soccer League in the US, but securing consistent, well-funded broadcast deals remains a hurdle.

Domestically in the UK, the RFU already subsidizes the BBC’s coverage of Women’s Premiership Rugby the Guardian Rugby Union noted, indicating a pre-existing need for financial support in broadcast production. The BBC, notably, is not among the signatories on the letter despite its involvement in broadcasting women’s sports, and recently cut its weekly WSL highlights program.

For women’s rugby news, this development could lead to increased visibility and investment, potentially mirroring the growth seen in other women’s sports. Improved broadcast access could expose new audiences to the sport and elevate its profile, both within the UK and internationally. For the USA Women’s Eagles make significant lineup changes in their own international fixtures, the global trend towards greater investment in women's sports broadcasting offers a positive outlook.