Flipping the Scripp: How the PWHL Went From 56 Million Homes to 126 Million in Four Months

Four months ago, the Professional Women's Hockey League made a deliberate choice: No single national U.S. broadcaster. Instead, the league stitched together a patchwork of regional sports networks, over-the-air station groups, and its own YouTube channel to reach an estimated 56 million U.S. households. The strategy was openly described as a leverage play — to maximize accessibility now, build up a local fanbases, and negotiate from strength later.

On March 28, 'later' arrives because last Thursday, Scripps Sports announced it will broadcast the PWHL's neutral-site Takeover Tour game between the New York Sirens and Montréal Victoire on ION, reaching 126 million American households across free over-the-air, pay TV, and ad-supported streaming. It's the league's first-ever national U.S. television window. For perspective, as of the 2024 U.S. Census, there were 132,737,146 total households, meaning the deal brings the Professional Women's Hockey League to 9.5 out of every 10 homes in the states.

Olympic Accelerant

What the patchwork strategy couldn't control was timing. The Olympics helped with that. Sixty-one PWHL players competed at Milan Cortina, returning with 41 medals. Team USA's overtime gold over Canada in the women's final became the most-watched women's hockey game on record, peaking at nearly 8 million viewers. The men's gold drew 26 million at its peak — NBC Sports' second most-watched hockey game ever.

That viewership spike gave the PWHL a national audience it had struggled to reach through its own distribution. Post-Olympic sellouts followed immediately: 17,335 in Seattle (a U.S. women's pro hockey attendance record), 8,264 at the Prudential Center (more than double the Sirens' season average), with Madison Square Garden and TD Garden already sold out.

PWHL Executive VP Amy Scheer and Scripps Sports president Brian Lawlor had been in talks for years.

“The first-ever national broadcast is a truly historic moment for our league,” PWHL EVP of Business Operations Amy Scheer said 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.”

The Scripps Thesis

ION already carries more WNBA and NWSL games than any other national broadcaster, with dedicated studio shows for both leagues. The PWHL deal extends a distribution thesis Scripps has been building since 2023: women's sports can anchor a free, ad-supported national model.

Ally Financial — the game's presenting sponsor and the architect behind the NWSL's first prime-time championship broadcast and a record $12 million U.S. Women's Open purse — rounds out a deal structure where every participant has a track record of converting women's sports investment into measurable commercial outcomes.

What the Market Is Missing

The PWHL now reaches 95% of U.S. Households and is approaching two million fans with 20% year-over-year attendance growth and plans to expand from eight to twelve teams next season. The conventional read on the Scripps deal is that it's a feel-good first. The structural read is different though. The PWHL used a patchwork distribution strategy to build leverage, got an Olympic tailwind that proved national demand, and is now converting that into distribution at scale — on terms it controls.

This Article By the Numbers

And if you enjoyed this article, you may enjoy one of these, too: