PWHL to Reach National US TV Audience with Scripps Sports Broadcast in Detroit
The Professional Women's Hockey League is poised to make a groundbreaking entry into American living rooms, as it secures its first-ever national television broadcast in the United States. This landmark deal represents a significant step forward for the league's visibility and growth.
Historic Broadcast Agreement Announced
In a major development, the PWHL has partnered with Scripps Sports to air a neutral-site game in Detroit on March 28. The matchup will feature the New York Sirens versus the Montreal Victoire, and it will be broadcast on ION, a network accessible to an impressive 126 million American households. This one-time arrangement holds the potential to evolve into a long-term partnership, signaling a new era for women's hockey coverage.
Amy Scheer, the PWHL's executive vice president of business operations, emphasized the importance of this milestone. "The first-ever national broadcast is a truly historic moment for our league," she stated in a release. "We are continuing to fuel this rocket ship that is the PWHL, as we expand the reach and exposure of our league to new fans."
Strategic Partnerships and Growing Momentum
Scripps Sports brings a proven track record in women's sports broadcasting, serving as a rights-holder for WNBA and NWSL games. The company has previously aired PWHL contests in its NHL TV markets, demonstrating its commitment to the sport. The Detroit game also involves sponsorship from Ally Financial, a key backer of women's sports, including the NWSL.
This broadcast deal arrives at a pivotal time, with women's hockey experiencing a surge in popularity following the U.S. team's gold-medal win at the Milan Cortina Games. Scheer revealed that discussions with Scripps Sports president Brian Lawlor in Italy solidified the agreement, highlighting the perfect timing for this expansion.
Lawlor, who has closely followed the PWHL over three seasons, drew parallels to the WNBA's rise with stars like Caitlyn Clark. "We have been able to identify the moments where it's time to build and invest. There's such an interest in women's hockey right now," he said. "We want to partner with the league and build on it. And this is the first step to that."
Expanding Reach and Future Prospects
While the PWHL has national broadcast partners in Canada, its U.S. presence has been limited to local affiliates and its YouTube channel. With the league planning to add up to four teams next season, Scheer expressed hope that Scripps could become its U.S. national broadcaster long-term. Scripps is available free over-the-air and on various streaming platforms, enhancing accessibility for fans.
The league is already capitalizing on post-Olympic momentum, with sold-out games and record attendance figures. For instance, a recent Seattle game drew 17,335 fans, setting a U.S. pro women's hockey record, and the Sirens' home game attracted over 8,000 spectators. Upcoming matches at venues like Madison Square Garden are also sold out.
Ally Financial's involvement underscores its commitment to gender equity in sports. Andrea Brimmer, Ally's chief marketing officer, noted, "To us, it's just another milestone in what's been four years of being an architect of a pretty amazing movement in women's sports." She added that Ally aims to foster similar growth in hockey, building on its successes in other leagues.
This national broadcast marks a transformative moment for the PWHL, as it leverages strategic partnerships and rising interest to broaden its audience and solidify its place in the sports landscape.
