PWHL’s National Broadcast: A Turning Point for Women’s Hockey and Sports Media
The Professional Women’s Hockey League (PWHL) is poised to reach a massive new audience with its first-ever nationally televised game in the United States, airing on ION on March 28th. This landmark broadcast, a collaboration between Scripps Sports and Ally Financial, isn’t just a win for the PWHL; it signals a broader shift in how women’s sports are valued and consumed.
The Rise of Women’s Sports on National Television
For years, women’s sports have battled for visibility, often relegated to streaming services or local broadcasts. Now, networks like Scripps Sports’ ION are actively seeking out these properties. ION already broadcasts the WNBA and the National Women’s Soccer League (NWSL), demonstrating a clear commitment to women’s athletics. This isn’t simply altruism; it’s a smart business decision. The PWHL’s momentum, fueled by the success of Team USA at the Milan-Cortina 2026 Winter Olympics – with their gold medal game averaging 5.3 million viewers on NBC and Peacock – is attracting attention.
The PWHL is approaching 2 million all-time fans and has seen a 20% year-over-year increase in average attendance. The league’s first three games following the Olympics were sold out, highlighting the growing fan base. This increased interest is creating a virtuous cycle: more viewers attract more sponsors, which in turn allows for greater investment in the league and its broadcast quality.
Ally Financial: A Leading Investor in Women’s Sports
Ally Financial’s role as the presenting sponsor of both the broadcast and the game itself is significant. The company has demonstrated a consistent commitment to equally investing in both men’s and women’s sports. Previously, Ally backed the NWSL to move its 2022 championship game to primetime and increased the prize purse for the US Women’s Open golf tournament to a record US$12 million. This level of investment is crucial for the continued growth and professionalization of women’s sports.
What This Means for the Future of Sports Broadcasting
The PWHL’s national broadcast is likely a bellwether for future trends in sports media. Several factors are converging to create a more favorable environment for women’s sports:
- Increased Viewership: As evidenced by the Olympics and the growing attendance figures for PWHL games, demand for women’s sports is rising.
- Network Diversification: Networks like ION are recognizing the untapped potential of women’s sports and actively seeking broadcast rights.
- Sponsor Investment: Companies like Ally are leading the way in financially supporting women’s sports, demonstrating their value to brands.
- Accessibility: ION’s availability free over-the-air, via pay TV, connected TV, and free ad-supported streaming platforms ensures broad accessibility.
Amy Scheer, PWHL executive vice president of business operations, believes this is just the beginning, stating the league is “introducing more people to our fast-paced and exciting game than ever before.”
Beyond Broadcast: The Expanding PWHL Ecosystem
While the national broadcast is a major milestone, the PWHL is also focused on expanding its reach through other channels. Currently, games are broadcast by local television stations in select markets and streamed on YouTube. The league is planning to expand by as many as four teams next season, further increasing its geographic footprint and fan base. There is even discussion of Scripps Sports potentially becoming the league’s U.S. National broadcaster.
Did you know? The PWHL’s success is part of a larger trend of increasing investment in women’s sports, with projections indicating significant revenue growth in the coming years.
FAQ
Q: When is the PWHL game airing nationally?
A: Saturday, March 28th at 1 p.m. ET on ION.
Q: Which teams are playing in the nationally televised game?
A: The New York Sirens and the Montreal Victoire.
Q: Where can I watch the game?
A: ION is available free over-the-air, via pay TV, connected TV, and free ad-supported streaming platforms.
Q: Who is sponsoring the broadcast?
A: Ally Financial is the presenting sponsor.
Pro Tip: Check your local TV listings to confirm ION is available in your area. You can also stream the game through various free ad-supported television (FAST) platforms.
What are your thoughts on the growth of women’s sports? Share your opinions in the comments below! Explore more articles on women’s sports and broadcasting trends on our website. Subscribe to our newsletter for the latest updates and insights.
