Beyond the 3PM Blackout: How Non-League clubs are winning the battle for Saturdays

In July 2025, the Online Safety Act took effect in the UK. This act required websites providing what could be potentially considered harmful content – such as pornography, social media, and gaming – to implement strict age checks for all users. This led to a spike in the use of VPNs, with traffic increasing by 2,000% within three days of the act becoming law.

For the uninitiated, a Virtual Private Network (VPN) protects users’ online privacy, allowing them to circumvent geographic-based barriers like the Online Safety Act. The early signs are that this accelerated a broader shift toward routine VPN use and more anonymous browsing among UK users. One possible consequence of this shift is that it will increase the number of people using a VPN to avoid the Saturday 3pm blackout of live football in the UK.

“Anyone with minimal technical know-how can choose to spend their Saturday afternoons in their armchair watching football”

There are no statistics available about the use of VPNs for this purpose, but some providers promote this as a solution for supporters to watch their favourite team, with all Premier League and English Football League (EFL) matches in this slot available to anyone overseas. As well as VPNs, games can be watched via subscriptions to foreign satellite/cable services received via dishes pointed at non-UK satellites, unofficial IPTV via boxes and sticks, or streams broadcast via a browser or social media app. In short, anyone with minimal technical know-how can choose to spend their Saturday afternoons in their armchair watching football.

It is for this reason that I am in favour of getting rid of the Saturday 3 pm blackout of live football in the UK, as I believe it will have little or no impact on attendances. This is particularly true in non-league football, which is currently experiencing a post-pandemic boom in crowd levels. It’s difficult to pinpoint the reasons for this, but in my view, this is due to a general desire for an authentic live football experience in a convivial social setting, free of the blight of Video Assistant Referees (VAR), high ticket prices, and inconvenient travel. Many non-league clubs have latched onto this to fully take advantage of the trend by using slick social media marketing techniques to attract those who hitherto may have ignored the club on their doorstep. Once through the turnstile, they may well find high-quality, innovative catering as well as refreshments such as craft beer. All this helps to dim any focus on the quality of the football – and possibly the surroundings – by creating an enjoyable afternoon out.

At this point, I stress “afternoon out” because there is one caveat to this attendance boom: it’s a Saturday-only effect. Midweek matches are a very different matter, with attendances down by about a third in the National League North Division and National League South Division (figures below). The National League itself only loses about a quarter of its supporters. I suspect this reflects the admirable loyalty of the “BELTS,” who are more likely to have a higher number of season ticket holders. Beneath the National League, I would think that the trend, if anything, is exacerbated. I feel this is due to the counter-offer on an evening after work of a marquee Champions League fixture or similar most weeks, with a night out in the cold a less appealing prospect, especially with an early alarm clock in the morning.

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Surely this is evidence that the blackout must be maintained? Not in my view, as it’s the Saturday “afternoon out” that is the attraction, not the negative of “there’s no football on the TV.” I do understand the anchor of tradition. TV-free 3pm kick-offs, like club colours, badges, and matchday programmes, are seen by supporters’ groups as essential elements protecting their experience of the game they love – a bulwark of social conservatism against the rapacious drive by those running the sport to chase any revenue which will ameliorate eye-watering annual losses. However, the way forward has been shown by the dynamic enterprise of non-league clubs who have demonstrated that by focusing on the experience of those attending matches, you can overcome other temptations. If anything, the evidence shows there is a case for reducing the amount of midweek football at lower levels. This could be achieved by having smaller divisions to encourage the maximisation of weekend revenue.

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In any case, what would live football at 3 pm mean? The Premier League and EFL use every other slot available over the weekend to capitalise on the global demand for English football. There isn’t that much left to show at 3 pm. Furthermore, the Americans want games shown as late as possible due to the time difference, whilst in South East Asia, it’s the opposite. 3 pm is too early for the former and too late for the latter. If there is any extra money left to gouge out of broadcasters for this final slot, it might as well be taken. Better that than see money leak out of the game to access coverage in other ways. The National League may protest, though, as every Saturday they instruct their member clubs to promote the sale of VPNs on their social media feeds!

2024/25 Season Average Attendances

2025/26 Season Average Attendances up to 13th February 2026

Do you agree with Steve on the 3pm blackout? Would it’s removal adversely affect your club? Let us know in the comments below.