Scripps Sports Secures First National U.S. Broadcast Deal for PWHL Walter Cup Finals
Event summary
- Scripps Sports and PWHL will broadcast the Walter Cup Finals nationally in the U.S. for the first time, airing on ION in May 2026.
- ION’s distribution reaches 126 million households, marking one of the largest audiences in women’s hockey history.
- The partnership follows Scripps’ existing commitments to WNBA and NWSL franchise nights and national broadcasts.
- PWHL is seeing a 23% year-over-year increase in average attendance, with the league approaching two million all-time fans.
The big picture
Scripps Sports is solidifying its position as a leader in women’s professional sports broadcasting, following its prior commitments to WNBA and NWSL. The PWHL deal aligns with growing demand for women’s hockey post-Olympics, leveraging ION’s extensive reach to capture a broader audience. This strategic move underscores Scripps’ focus on scaling women’s sports content across its platforms.
What we're watching
- Audience Engagement
- Whether Scripps can sustain viewership momentum for women’s hockey beyond the Olympic cycle.
- Revenue Growth
- How the national broadcast deal will impact PWHL’s sponsorship and advertising revenue.
- Market Expansion
- The pace at which Scripps integrates additional women’s sports leagues into its national broadcasting lineup.