Richard Keys Calls for Major Penalty Shootout Rule Change After Lionesses’ Euro 2025 Triumph

On July 27, 2025, England’s Lionesses etched their names into football history by defeating Spain 3–1 in a dramatic penalty shootout to retain their UEFA Women’s Euro 2025 title in Basel, Switzerland. The victory, sealed by Chloe Kelly’s decisive penalty, marked England’s second consecutive European crown and their first major title won on foreign soil.

However, the triumph sparked debate when broadcaster Richard Keys, a former Sky Sports presenter now with beIN Sports, called for a significant overhaul of penalty shootout rules, citing a “distinct advantage” given to England due to their choice to take penalties in front of their own fans.

The Euro 2025 final at St. Jakob-Park was a tense affair between England, the defending champions, and Spain, the 2023 World Cup winners. After a goalless first half, Spain took the lead through Mariona Caldentey, whose precise strike beat England’s goalkeeper Hannah Hampton. England struggled to respond until substitute Chloe Kelly, introduced in the first half after Lauren James’ ankle injury, delivered a pinpoint cross for Alessia Russo to head home the equalizer in the second half. The match remained deadlocked at 1–1 after 120 minutes, setting the stage for a nerve-wracking penalty shootout.

England captain Leah Williamson won the coin toss, choosing to take penalties in front of the vibrant England supporters. The shootout began with controversy when Beth Mead’s initial penalty, which rolled past Spain’s goalkeeper Cata Coll, was disallowed due to a double-touch after she slipped. A recent IFAB rule clarification, prompted by UEFA and based on a precedent from Julian Alvarez’s miss in the 2024–25 Champions League, allowed Mead to retake the penalty as the double-touch was deemed accidental. However, her retake was saved by Coll, giving Spain an early edge.

Following the match, Richard Keys took to X on July 27, 2025, to voice his concerns about the penalty shootout process, stating, “Pens in front of your own fans is a distinct advantage. We should take them at both ends but for now – Come on England.” Keys argued that the supportive England crowd created significant pressure on Spain’s penalty takers, potentially influencing their performance. He proposed that penalties be taken at both ends of the pitch to neutralize the crowd’s impact, ensuring a fairer contest.

Keys’ suggestion stems from the current practice, where a coin toss determines which end of the stadium the shootout occurs, followed by another toss to decide which team shoots first. In this case, England’s choice to shoot in front of their fans, bolstered by 65,000 supporters who later celebrated at a London victory parade, was seen by Keys as giving the Lionesses a psychological edge. He believes alternating ends could reduce the intimidating atmosphere for opposing players, creating a more balanced competition.

Keys’ call for a rule change sparked varied responses. Some fans and analysts agreed that crowd support can sway penalty outcomes, citing studies on psychological pressure in high-stakes moments. England’s success in the shootout, with Hampton’s saves and Kelly’s powerful strike, was celebrated in front of a roaring England fanbase, which may have rattled Spain’s players.

However, others dismissed the proposal as impractical.

Richard Keys, now with beIN Sports, is no stranger to controversy, having left Sky Sports in 2011 following off-air remarks. His outspoken views often spark debate, and his latest proposal has reignited discussions about fairness in football.

While the idea of alternating penalty ends has merit in theory, it faces practical hurdles, such as stadium layouts and the need for IFAB approval. The recent double-touch rule change, which allowed Mead’s retake, shows that football’s laws can evolve, but major changes to shootout formats would require extensive review.

Sources: Daily Mail, The Mirror, Express, SPORTbible, Sky Sports, The Independent, ESPN, BBC Sport, Goal.com