Despite a last-minute agreement between the BBC, ITV, and the Six Nations to keep the tournament on free-to-air television until 2029, there remains an inevitability about its eventual move behind a paywall. This trend is becoming increasingly common across sports, making it progressively more expensive to watch events legally. With football fans in the UK now facing TV costs of £105 per month and 3pm kick-offs remaining unavailable, the financial barrier to watching sport is higher than ever. Combined with a stricter crackdown on illegal streaming services and soaring ticket prices, sport is becoming less accessible to the average fan.
Under the new Six Nations deal, the BBC will broadcast five matches featuring Scotland and Wales, while ITV will show ten live games per season, including all of England’s fixtures. The Women’s Six Nations and Under-20 tournament will also be available via BBC TV and iPlayer.
While this is positive news for fans of rugby, there is ongoing concern that a move to subscription-based services is not far off. Last month, England captain Maro Itoje urged organisers to keep the tournament free-to-air, warning that rugby union needs greater exposure to grow. In an era where sports broadcasting rights are increasingly fragmented, the Six Nations remains an outlier in maintaining accessibility. However, the long-term trend suggests that even flagship competitions may not remain immune to commercial pressures.
The situation is even more dire for football supporters. Since 2020, the cost of legally watching football’s biggest competitions has risen by nearly 60%, from £89.23 per month to £140.21 for the 2024-25 season. This increase is driven by the fragmentation of broadcasting rights, requiring multiple subscriptions to access major leagues and tournaments.
A decade ago, a Sky Sports subscription, BT Sport, and free-to-air channels were sufficient to follow the Premier League, FA Cup, and Champions League. Today, eight separate services—including Amazon Prime, DAZN, and Apple TV+—are required to watch all major football competitions. This has created an unsustainable situation where only 1% of football fans can afford full access to every game.
Sky and TNT Sports have introduced flexible streaming options, but these only mitigate costs slightly. Meanwhile, traditional pay-TV subscriptions continue to rise, further alienating fans who once had affordable access to live football.
If watching from home has become unaffordable, attending in person has become an even greater luxury. The cost of attending live sporting events has skyrocketed worldwide. The cheapest Super Bowl ticket in 2024 was priced at $2,000, while even regular season games in various leagues have seen unprecedented price hikes.
Dynamic pricing, where ticket costs rise based on demand, has contributed to this trend. Platforms like Ticketmaster have faced criticism for pricing out average fans, and scalpers further exacerbate the issue by reselling tickets at inflated rates. In a 2024 poll, 88% of respondents agreed that sporting events are too expensive for the average person. As teams prioritise TV revenue over match attendance, sport is increasingly becoming an elite experience rather than a communal one.
The financial barriers to watching live sport are also having a significant impact on younger audiences. A recent survey found that two-thirds of global sporting executives are concerned about declining youth engagement with live events. Only 65% of fans under 35 watch live matches, preferring highlights or documentaries instead.
As teams prioritise TV revenue over match attendance, sport is increasingly becoming an elite experience rather than a communal one.
In the UK, a full Premier League subscription costs nearly £650 per year—far higher than in other European markets like France (£310) and Germany (£215), where a single broadcaster holds the rights. Many young fans remain interested in sport but are unwilling to pay excessive costs, with 56% stating they would watch more if accessibility improved.
From a commercial perspective, the inaccessibility of live sport could undermine the long-term financial health of leagues and broadcasters. If younger generations continue to disengage, the value of live rights may decline, forcing a shift in business models. Streaming services are increasingly dominant, but their fragmentation is driving away fans rather than attracting them.
Legally, the crackdown on illegal streaming services raises further questions. Many fans turn to piracy not out of choice but necessity, as legal alternatives become unaffordable. While authorities have intensified efforts to shut down illegal streams, the demand persists. Rather than focusing solely on enforcement, regulators and broadcasters may need to reconsider pricing models to ensure sport remains accessible.
The rising costs of watching sport—whether through TV subscriptions or ticket prices—risk alienating core audiences and diminishing the value of live events. The industry must act now to prioritise accessibility before the damage becomes irreversible.
