PWHL Detroit Game Marks First U.S. National Broadcast on ION for 126M Homes

The PWHL Detroit game scheduled for March 28 between the New York Sirens and Montreal Victoire will be the league's first national U.S. television broadcast.

The Professional Women's Hockey League (PWHL) will reach 126 million American households during the PWHL Detroit game on March 28. This neutral-site matchup between the New York Sirens and Montreal Victoire at Detroit marks the first time a league contest is accessible to a national U.S. television audience via ION. Scripps Sports will broadcast the event as part of a one-time agreement that could evolve into a long-term partnership. Primary sponsor Ally Financial is backing the "Takeover Tour" game, continuing a history of investment that previously moved the 2022 NWSL championship into prime time.

Recent attendance figures highlight a surge in momentum for the eight-team league following the Milan Cortina Games, where the Hilary Knight-led U.S. team secured a gold medal. The Sirens recently established a home attendance record on Sunday, drawing 8,264 fans to the Prudential Center, a figure that more than doubles their season average. Furthermore, a recent neutral-site game in Seattle attracted 17,335 spectators, setting a new U.S. professional women’s hockey attendance record. All three games immediately following the Olympic break were sold out, with upcoming contests at Madison Square Garden and Boston’s TD Garden also reaching capacity.

Scripps Sports and National Media Expansion

Scripps Sports president Brian Lawlor noted that the network has tracked the league across its three seasons, comparing the current interest in women's hockey to the 2024 WNBA surge involving Caitlin Clark, Angel Reese, and Cameron Brink. While the PWHL currently utilizes national broadcast partners in Canada, its U.S. presence has been largely restricted to local affiliates in four markets and the league’s YouTube channel. The ION broadcast will be available through free over-the-air signals, pay TV, connected television, and ad-supported streaming platforms.

Amy Scheer, PWHL executive VP of business operations, confirmed that discussions for this broadcast deal took place in Milan during the Olympic Games. The league is currently evaluating expansion plans, with the potential to add as many as four teams next season. Scheer indicated that Scripps could eventually become the permanent U.S. national broadcaster as the league seeks to increase exposure to new fans. Scripps already maintains a presence in women's sports as a rights-holder for the WNBA and NWSL, featuring dedicated studio shows for both organizations.

Ally Financial and the Takeover Tour Sponsorship

Ally Financial’s involvement in the PWHL Detroit game aligns with its commitment to equal investment across men’s and women’s sports. Chief marketing officer Andrea Brimmer stated the company aims to be an architect of the movement rather than just a participant. Ally’s previous sports investments include the 2024 U.S. Women’s Open, which featured a $12 million purse, the largest in the history of women’s golf. By serving as the primary sponsor for the Detroit game, Ally continues its strategy of backing high-visibility women's athletic events to drive commercial growth.

Post-Olympic Momentum and League Growth

The timing of the ION broadcast coincides with what Scheer describes as a "rocket ship" trajectory for the league. The agreement follows years of preliminary talks between the PWHL and Scripps, finalized when the parties determined the market conditions were optimal. This historic broadcast moment is intended to satisfy a growing appetite for women's hockey that has already resulted in record-breaking ticket sales across multiple NHL venues.

As the league prepares for its expansion to potentially 12 teams, the Detroit broadcast serves as a litmus test for national viewership. The Sirens and Victoire will compete in a market where Scripps has previously aired games through local NHL TV affiliates, but the March 28 event represents the first unified national push. This strategic move aims to convert the record-setting physical attendance seen in Seattle and New York into a sustainable television audience across the United States.