Why the schedule shuffle matters
Millwall Football Club has confirmed that three of its September Championship matches will no longer follow the original calendar. The most high‑profile tweak involves the home encounter with Watford, which was set for Saturday, 20 September, but will now kick off on Monday, 22 September at 8 pm. This change is being made so the game can be shown live on Millwall fixtures as part of Sky Sports’ flagship Championship broadcast package.
Equally significant is the adjustment to the club’s away trip to Swansea City. Originally slated for a mid‑week weekend, the fixture has been moved to Saturday, 27 September with a 12:30 pm start time, again to guarantee a live TV slot. Both alterations align with Sky Sports’ broader strategy to maximise viewership for the 2025/26 season, ensuring that marquee matchups receive prime‑time exposure.
Impact on supporters and the broader TV deal
For Millwall fans, the reshuffle presents a mixed bag. On the one hand, the chance to watch the team on national television adds a layer of prestige and offers a convenient way to follow the action, especially for those unable to travel to The Den. On the other hand, ticket‑holding supporters must now adjust travel plans, work schedules, or childcare arrangements to accommodate the new dates and kickoff times.
The club has pledged to keep supporters informed via its official channels and has urged ticket holders to check their emails for updated matchday details. Season ticket holders will see their tickets automatically re‑issued for the new slots, eliminating the need for manual exchanges.
Beyond September, Millwall disclosed that three additional fixtures later in the campaign will be moved to suit television scheduling demands. While the club did not name the specific matches, the statement underscores the growing influence of broadcast partners on the Championship calendar. This mirrors a broader trend across English football, where TV rights holders increasingly dictate kick‑off times to optimise audience numbers and advertising revenue.
The EFL‑Sky Sports partnership, now entering its fifth year, continues to be a cornerstone of the league’s commercial model. Sky Sports pays a substantial sum for exclusive rights to air live Championship games, and in return, the league benefits from increased exposure and a larger share of broadcasting revenue. The latest fixture changes are a tangible example of how that relationship plays out on the ground.
Local businesses near The Den are also preparing for the shift. An 8 pm kick‑off on a Monday means a later influx of fans, potentially boosting bar and restaurant sales on a weekday. Conversely, the Saturday noon game against Swansea could attract a more family‑friendly crowd, influencing ticket pricing and ancillary services.
