Channel 4 broadcasts England’s U21 Euros games to attract viewers.
If you’ve seen an England team win a men’s international football tournament, it was likely on Channel 4. When Lee Carsley’s Under-21 side reached the final of the age-group Euros two years ago, the broadcaster secured the rights. The gamble paid off as an England team featuring Cole Palmer, Anthony Gordon, and Morgan Gibbs-White triumphed over Spain 1-0.
This year, Channel 4 is going further by showing all of England’s games live at the U21 Euros, starting on Thursday against Czechia. The publicly-owned but commercially-funded broadcaster’s unique position influences its sports rights strategy; this tournament presents an opportunity to draw younger viewers to its programmes.
“When England reached the final of the previous tournament, we aired it on Channel 4, and it was a brilliant match,” head of sport Pete Andrews tells City AM. “We know that young people like to watch young people play. That younger audience is sometimes harder for television to capture. That’s a really appealing thing, and it’s really good football. We’re all interested in who the breakout stars are and hoping England do well for us as well.”
Historically the home of horse racing, Channel 4 is now best known for its Paralympics coverage and highlights of every Formula 1 race. It has also carved out a niche for acquiring one-off events in rights-sharing deals with pay-TV networks, making national events like the 2019 Cricket World Cup final and Emma Raducanu’s 2021 US Open win available to all.
“Partnerships are really important for an organisation of our size,” says Andrews. “I’ve always felt that we’ve punched above our weight by being clever, opportunistic, and able to act quickly, and being good partners.” Thanks to Andrews’ tactics, Channel 4 attracted 9.6 million viewers for Raducanu’s crowning moment.
Sports rights must achieve at least one of two things for Channel 4: satisfy its remit to platform unheard voices – essentially, do the right thing – or attract a large enough audience to generate returns. “If you can find one that fits both criteria, you’re in the sweet spot,” says Andrews, citing the Paralympics as its “unicorn”.
The sector has never been more valued due to its enduring status as appointment viewing in a world of declining linear TV consumption, but Channel 4 faces increased competition now that big tech has entered the fray. “These companies have limitless funds,” he says. “If it comes down to money, it can be a challenge.”
Recently, Channel 5 has adopted a similar approach, buying selective England cricket rights and sharing half of Club World Cup games with global rights holder Dazn. “They’re entering sport and doing really well,” says Andrews. “That’s a challenge for us, but also an opportunity. You never know when Channel 4 and Channel 5 might collaborate.”
Andrews notes that Channel 4 has been a good omen for home hopes. “We’ve been really lucky,” he says. “England won both finals [2019 Cricket World Cup and U21 Euros in 2023], and Raducanu won.” So if Carsley’s team, now featuring Ethan Nwaneri, Tino Livramento, and Elliot Anderson, successfully defend their title, you’ll know who to thank.
