The organizers set a 5:00 PM kick-off because it’s a golden hour for TV. In Europe, that’s after lunch but before dinner, and after the Sunday afternoon nap but before the evening news. In America, it’s a lunchtime kickoff for East Coasters, and a breakfast battle for the West. The British Broadcasting Corporation (BBC) loves this slot because it’s friction-free for 95% of viewers. The other 5%? You’re in Australia. I’m sorry.
Here’s a surprising fact: the 5:00 PM start is actually earlier than most men’s finals, which often kick off at 8:00 PM or later. Why? Because women’s football has family-friendly branding, so they want kids to watch before bedtime. That’s right: your seven-year-old can witness history at a reasonable hour and still be tucked in by 7:30. You’re welcome, parents.
Chloe Kelly England celebrates winning penalty kick v Spain Women's
The snack conspiracy theory
I have a theory that 5:00 PM is also strategically designed to maximize snack sales. You’ve had lunch, but dinner is a distant dream. So you’re weak, hungry, and you’ll buy three bags of crisps and a tub of dip. The kick-off is a trap, and I say: fall for it. Pair the game with beer, cheese, and a prayer that your team doesn’t miss a penalty.
