The Professional Women’s Hockey League (PWHL) is set to make history with its first nationally televised game in the United States. On March 28, the New York Sirens will face the Montreal Victoire in a neutral-site matchup at Little Caesars Arena in Detroit. This “Takeover Tour” game will air live on ION, the Scripps Sports network reaching 126 million American households. [1] [2]
The one-time deal involves key partners Ally Financial and Scripps Sports. It marks a pivotal step in expanding the league’s visibility south of the border. PWHL executive VP of business operations Amy Scheer called it a “truly historic moment.” [3]
Details of the landmark broadcast
The game kicks off at 1 p.m. ET, part of the PWHL’s 2025-26 Takeover Tour schedule, which features 16 neutral-site contests across new markets. Fans can tune in via ION’s over-the-air signal, pay TV, connected TV, or ad-supported streaming platforms. This broad accessibility aims to introduce the league to millions of new viewers.
Scripps Sports brings experience from broadcasting WNBA and NWSL games. They have already aired PWHL matchups in select NHL markets. President Brian Lawlor highlighted the timing, comparing the current buzz to the WNBA’s surge with stars like Caitlin Clark.[1]
Ally Financial serves as the primary sponsor. The Detroit-based company has a strong commitment to women’s sports, including NWSL and golf initiatives. Chief marketing officer Andrea Brimmer emphasized their role in “creating the wave” for women’s athletics.
The broadcast stems from talks at the Milan Cortina Olympics last month. Scheer noted conversations with Lawlor in Italy fueled the momentum. “The time has to be right,” she said.
While a long-term partnership isn’t confirmed, Scheer envisions Scripps as a potential national broadcaster. With the league’s eight teams eyeing expansion by up to four next season, this could pave the way.
Surge in women’s hockey popularity
The PWHL enters its third season amid heightened interest. The U.S. women’s team, led by Hilary Knight, won gold at the 2026 Milan Cortina Olympics, sparking a post-break boom. The league’s first three games after the Olympic pause sold out, including a U.S. pro record of 17,335 in Seattle.
Recent crowds underscore the growth. The Sirens set a home attendance mark with 8,264 at Prudential Center, more than double their season average. Upcoming games at Madison Square Garden and TD Garden are also sold out.
Prior to this, U.S. games relied on local affiliates in four markets and the league’s YouTube channel. Canada has national partners, but the U.S. exposure has been limited.
Lawlor sees parallels to other women’s leagues. “There’s such an interest in women’s hockey right now,” he said. Scripps aims to “build and invest” in these moments.
Ally and Scripps’ track record in women’s sports
Ally has backed major milestones. Their NWSL support led to the 2022 championship in prime time. In 2024, they helped secure a $12 million purse for the U.S. Women’s Open, the largest in golf history.
Brimmer views this as another chapter. “It’s just another milestone in what’s been four years of being an architect of a pretty amazing movement.”
Scripps produces studio shows for WNBA and NWSL. ION’s reach makes it ideal for PWHL’s ambitions. For more on the partnership, see the PWHL’s official announcement.
Scheer praised the collaboration. “We’re really proud to partner with both of them to bring this moment to life.”
Looking ahead for PWHL growth
This deal arrives as the PWHL plans expansion. Scheer hopes for ongoing talks with Scripps. “Hopefully he wants to be part of that long term,” she said of Lawlor.
The league’s momentum positions it well. Record attendances and Olympic success signal sustained growth. Analysts compare it to rising women’s basketball.[4]
Fans can still stream on YouTube, but national TV elevates the profile. Tickets for the Detroit game are available via Ticketmaster.
This broadcast could catalyze more deals. It means broader exposure for stars and rivalries, potentially drawing casual fans nationwide.
The PWHL is fueling its “rocket ship,” as Scheer puts it. With partners like Ally and Scripps, the league eyes a bright U.S. future. Expect this March 28 game to be a turning point in women’s pro hockey.
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Par Mike Jonderson
Mike Jonderson is a passionate hockey analyst and expert in advanced NHL statistics. A former college player and mathematics graduate, he combines his understanding of the game with technical expertise to develop innovative predictive models and contribute to the evolution of modern hockey analytics.