PWHL Lands First US National TV Broadcast on Ion, Sponsored by Ally
The Professional Women’s Hockey League (PWHL) is poised to reach a landmark audience with its first-ever nationally televised game in the United States. A contest between the Novel York Sirens and the Montreal Victoire, scheduled for , will air live on ION, a network owned by Scripps Sports, marking a significant step forward for the burgeoning league.
The game, to be played at Little Caesars Arena in Detroit, will be accessible to over 126 million U.S. Households via ION’s over-the-air, pay television, connected TV, and free ad-supported streaming platforms. Ally Financial will serve as the presenting sponsor for both the broadcast and the game itself, underscoring the growing financial commitment to women’s sports.
This broadcast represents a pivotal moment for the PWHL, now in its third season. The league is approaching 2 million all-time fans and has experienced a 20% year-over-year increase in average attendance. This momentum is further amplified by the recent success of PWHL players at the Winter Olympics in Milan, where 61 PWHL players competed, collectively earning 41 medals, including a dramatic gold medal victory for Team USA over Canada.
Scripps Sports has demonstrated a growing commitment to women’s sports, already holding broadcast rights for the WNBA and the National Women’s Soccer League (NWSL). The company previously aired PWHL games in its NHL TV markets, suggesting a pre-existing relationship and belief in the league’s potential. This national broadcast deal builds on that foundation, offering the PWHL unprecedented exposure.
“Fan interest in women’s hockey is at an all-time high, buoyed by the amazing success of Team USA in this year’s Winter Olympics Games,” said Brian Lawlor, president of Scripps Sports. “We are thrilled to be teaming with the PWHL and Ally Financial on this milestone event and to bring the excitement of this league to a national audience for the first time.”
Amy Scheer, PWHL executive vice president of business operations, echoed that sentiment, stating, “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. This first‑ever national broadcast is a truly historic moment for our league, and with partners like Ally Financial and Scripps Sports, we’re introducing more people to our fast-paced and exciting game than ever before.”
The timing of this announcement is particularly noteworthy. The PWHL is actively exploring expansion, with the potential to add as many as four teams next season. Scheer expressed hope that this partnership with Scripps Sports could evolve into a long-term agreement, potentially making Scripps the league’s U.S. National broadcaster.
Ally Financial’s involvement further highlights the increasing investment in women’s sports. The company has a stated commitment to equal investment in both men’s and women’s athletics, having previously supported initiatives to elevate the NWSL and increase the prize purse for the U.S. Women’s Open golf tournament to a record $12 million.
The broadcast deal comes after years of discussions between the PWHL and Scripps, with the agreement finally coming together during conversations at the Milan Winter Olympics. The success of the U.S. Women’s hockey team, culminating in their gold medal victory, served as a catalyst, demonstrating the growing appetite for women’s hockey in the United States.
The PWHL’s current broadcast strategy relies on local television stations and streaming on YouTube. While these avenues have provided valuable exposure, a national broadcast on ION represents a significant leap forward, offering the league the opportunity to reach a vastly larger audience and solidify its position as a premier women’s sports property. The game in Detroit is a one-time deal for now, but the potential for a broader, long-term partnership with Scripps Sports looms large, promising a bright future for the PWHL and the continued growth of women’s hockey in the U.S.