FA Chairman Greg Dyke has confirmed The FA Cup Final will continue to kick-off in the early evening slot, and has explained the reasoning behind the decision.
Speaking at Wednesday’s FA Cup broadcast partners announcement, the Chairman said it was important the Final continued to grow its global reach, and that the later kick-off time is essential to this.
He said: "The Final will continue to be held in late afternoon, which is where it's been moved to.
"I'm certainly happy with that because if you look at the viewing figures for the past two FA Cup Finals they were much bigger than they would have been had the match kicked off at 3pm.
"The world changed and we had to change with it."
The new Chairman was speaking publicly for the first time since replacing David Bernstein on 13 July.
He said the new deals will benefit all involved, as well as help bring The FA Cup to a wider domestic and international audience.
"Financially it's quite a jump in money from this year to the next, but also the fact that it's going on the BBC means there will be a lot of coverage across many outlets that help promote the FA Cup," he said.
The statistics support the Chairman's comments.
The previous two finals that have kicked-off in the early evening slot have peaked at 9.3m and 11.56m viewers, while the last two to start at 3pm peaked at 8.58m and 7.24m.
Dyke added: "We've also got a pay deal with BT, which we're pleased about. Remember, all the money from the FA Cup goes back into football, it doesn't go to players' wages.
"There was some fairly intense competition for the rights, but they've ended up where we expected them to.
"I believe the FA Cup is still the greatest club cup competition in the world and you saw all the romance of it last year when Wigan won after beating the multi-million pound Manchester City team.
"The FA Cup operates in a different context to the Premier League. Last year I was chairman at Brentford, who went to play at Chelsea.
"That was so exciting and you can't explain what it meant to the fans. The FA Cup belongs to the fans."
It was also revealed that ITV had negotiated exclusive rights to broadcast all England’s international friendly games from 2014-18.
The broadcaster had already secured a deal with UEFA for all European Championship and World Cup qualifiers.