A coalition of 25 prominent figures, including the chief executives of the Football Association, the Rugby Football Union, and the England and Wales Cricket Board, has formally requested that the UK government provide tax incentives for the production of women's sports coverage. The group, which includes representatives from major broadcasters such as Sky Sports and ITV, sent a letter to the Chancellor of the Exchequer advocating for the expansion of the audio-visual expenditure credit (AVEC) scheme.

Currently, the AVEC scheme provides tax relief to independent film productions and children’s television programs. The signatories argue that applying this same financial framework to women’s sports would lower production costs, thereby encouraging more frequent and high-quality broadcasts. Proponents of the plan suggest that the current economic model for women's sports broadcasting is hindered by high production costs relative to viewership, and that government intervention is necessary to bridge this gap and foster long-term growth in the sector. While the proposal is framed as a strategic investment in the industry, the government has not yet issued a formal response regarding whether it will consider expanding the tax credit eligibility criteria to include sports broadcasting.