Scripps Sports Inks Multi-Year Deal with Premier Women’s Rodeo for National Broadcasts
Event summary
- Scripps Sports has secured a multi-year partnership with PBR to broadcast Premier Women’s Rodeo (PWR) exclusively on ION and Grit networks starting May 2026.
- The deal includes the 2026 PWR Championship on May 17, followed by expanded coverage in 2027, including 18 hours of programming across 16 broadcasts.
- PWR is a new women’s rodeo brand under PBR, aiming to become the leading platform in the growing women’s rodeo market.
- ION and Grit will feature original series 'PWR: Road to the Championship' in 2027, showcasing season storylines and competitions.
The big picture
This deal aligns with Scripps Sports’ strategy to dominate women’s sports broadcasting, complementing its existing partnerships with leagues like the WNBA and NWSL. The expansion of Grit into a contemporary Western lifestyle network underscores the growing demand for niche sports content, particularly those featuring female athletes. PWR’s rapid growth—nearly $4.5 million paid to women athletes since 2020—and its high-profile broadcasts signal a broader industry shift toward investing in underrepresented sports categories.
What we're watching
- Audience Engagement
- Whether PWR’s high-energy competition can attract a significant national audience and drive viewership growth for ION and Grit.
- Content Expansion
- The pace at which Scripps Sports integrates additional women’s sports content into its networks, leveraging the success of PWR.
- Revenue Potential
- How the partnership impacts advertising and sponsorship revenue for both Scripps Sports and PBR as women’s rodeo gains mainstream visibility.