The Football Association have taken the first step towards filling the void left by the collapse of Setanta by selling the rights for the Community Shield to Sky Sports for the next three seasons.
The next three women's FA Cup finals will also be on Sky, and the deal marks a return by the FA to the Murdoch-owned broadcaster after a year with Setanta - which went into administration last month.
With less than a fortnight until the Community Shield is played between Manchester United and Chelsea, the deal gives the FA some breathing space before they need to sell the rights to FA Cup matches from November. The FA are not releasing the value of the new contract, however.
FA chief executive Ian Watmore said: "I am delighted we have agreed a three-year deal with Sky for live and exclusive coverage of the FA Community Shield.
"Chelsea against Manchester United promises to be a great opener to the 2009/10 football season. I am also pleased to confirm that Sky will broadcast full live coverage of the FA Women's Cup final as part of our deal. The fixture is the showpiece of the women's domestic season."
The FA were one year into a four-year deal with Setanta worth £150million for FA Cup and England games. The rights to the Premier League matches previously held by Setanta have been obtained by Disney-owned broadcaster ESPN.
Sky Sports managing director Barney Francis said: "The FA Community Shield is the traditional curtain-raiser to the new football season. and this year's contest is sure to be a mouth-watering encounter. We're also delighted to add the women's FA Cup final to our month of finals next May."