PWHL Secures First Season-Long U.S. TV Deal
PWHL Secures First Season-Long U.S. TV Deal
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Key Points
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The agreement could make PWHL games available to more than 128 million U.S. households through ION, which is distributed over the air as well as via connected-TV, streaming and pay-television services.
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The Scripps Sports Network’s free, ad-supported streaming channel is available on platforms including The Roku Channel, Samsung TV Plus, Prime Video, Fire TV, Google TV Freeplay and Tubi, broadening access beyond traditional television.
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Scripps said the partnership advances its broader mission around women’s sports. “Women’s sports is a cornerstone of our mission to create meaningful connections between communities and the sports and teams they love,” said Brian Lawlor, president of Scripps Sports.
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The relationship grew after the PWHL hosted Scripps executives in Milan during the February Winter Games, amid heightened U.S. interest in women’s hockey after the American team defeated Canada 2-1 in overtime to win its third Olympic gold medal.
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Scripps’ deal adds to ION’s expanding women’s-sports portfolio, which includes the WNBA, NWSL, WTGL, the Elevance Health Women’s Fort Myers Tip-Off and the Scripps Sports Women’s College Basketball Showcase.
The PWHL has locked in its first season-long U.S. television deal, partnering with Scripps Sports for the 2026-27 season as the league expands to 12 teams The IXS Sports. ION will broadcast a Saturday game each week, the Walter Cup Finals, and one playoff series, while the Scripps Sports Network carries two national games weekly on free streaming platforms. The agreement reportedly includes no rights fee, signaling the league's focus on building audience reach over immediate media revenue.
The deal could reach more than 128 million U.S. households through ION's over-the-air, streaming, and pay-TV distribution WSAU. Scripps-owned stations in Detroit and Las Vegas will also carry local broadcasts for the league's two new expansion teams, giving each market regular in-season coverage on traditional television and free ad-supported streaming services like Roku Channel, Samsung TV Plus, and Tubi.
Building National Reach Without Upfront Fees
The PWHL's first full-season linear TV contract prioritizes distribution over immediate revenue Cruisin 92.9. By forgoing a rights fee, the league gains placement on ION—which reaches cable and over-the-air viewers—plus the Scripps Sports Network's free streaming ecosystem. This strategy lets the PWHL accumulate measurable viewing data and sponsor value before negotiating higher-priced deals in future seasons.
The Scripps Sports Network appears on six major free platforms: Roku Channel, Samsung TV Plus, Prime Video, Fire TV, Google TV Freeplay, and Tubi Y'all 106.7. Combined with ION's traditional broadcast reach and the league's continued YouTube availability, the agreement removes barriers to discovery for casual viewers and casual fans exploring women's hockey.
Local TV Accelerates Expansion-Team Identity
Scripps-owned stations in Detroit and Las Vegas will hold exclusive local broadcast rights for the league's newest franchises WQXC. Regular over-the-air access reduces discovery barriers in new markets and lets local sponsors attach to emerging teams before they build large fan bases. In-home visibility complements ticket sales and community engagement as expansion teams establish their footing.
A Growing Part of Scripps' Women's Sports Mission
The PWHL joins Scripps' expanding women's-sports lineup, which already includes the WNBA, NWSL, WTGL, and the Scripps Sports Women's College Basketball Showcase. Scripps President of Sports Brian Lawlor said the league represents a natural fit: "Women's sports is a cornerstone of our mission to create meaningful connections between communities and the sports and teams they love." The partnership grew after the PWHL hosted Scripps executives in Milan during the February Winter Games, as U.S. interest in women's hockey surged following the American team's 2-1 overtime Olympic gold medal win over Canada.
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