And of course regional live football was a thing as late as 2001/02 with the ill-fated ITV Digital deal, and in the early days of the Premier League with a few seasons of Division 1 games, though I think more so in the larger regions with other regions having the option to take them.
As ever, the fantastic ITV Regional Highlights website has the post-1992 regional matches covered...
http://tvset.byethost12.com/utm/itv/ITVregional90s.html
When ITV had the rights to the Football League in 1992-96, it was up to the individual regions as to how much they would cover live, Central had about a dozen clubs in the second tier in 1992 so showed a live match pretty much every week (including in 1993/94, I think the only live match on FTA TV on Boxing Day before the Beeb's on Boxing Day just gone), whereas Granada had just one, so only showed a couple - but then also did Granada Sports World on Saturday afternoons, their low-rent Grandstand knock-off which would monitor the local football in between the various imports. Between 1992 and 1996 there was a lot of it, as the site illustrates, and even Border showed a live game in 1995.
In 1996, Sky got the live rights to the Football League, but they sub-licenced some matches to Central for the 1996-97 season. They showed ten games over the season, and they all featured Midlands clubs (all but one featured a Midlands club at home) with the other regions picking up the relevant ones. That didn't carry on for the rest of that contract period, though.
Then when ITV Digital got the rights in 2001/02, there were a handful of live games in the ITV regions again. Most regions showed at least one, and it wasn't just the big regions - HTV Wales showed Cardiff vs Wrexham and even Westcountry showed Exeter vs Torquay. In fact the only major region which didn't show any live games (minus Border and Channel) was Tyne Tees, because the big three clubs in the region were all in the Premier League at the time so they could only show Darlington and Hartlepool, not much of a draw.
This was quite exciting, but once more it illustrated the failings of the ITV Sport Channel, in that so many of their major attractions were on ITV - half the Champions League, a dozen or so Football League matches and one semi-final and the final of the League Cup. It was good to get the League Cup Final and Division One Play-Off Final on FTA TV, it should probably happen every season, but it meant it was hardly worth getting ITV Sport as ITV were offering enough for the casual fan.
That illustrates the flaw of ITV running both a channel that wanted to get enormous audiences to pull in advertising revenue and one that also needed to have exclusive content to drum up subscriptions (and also wasn't on Sky so they felt they had to offer some content to a wider audience). It meant that anything of any interest on ITV Sport was nabbed by ITV. It was supposed to be the case that ITV had Wednesday night Champions League matches and ITV Sport exclusive rights to Tuesdays, but the second Liverpool vs Barcelona and Man U vs Bayern came out on the Tuesday, ITV nicked it. Good for the viewers, useless for subscribers.