The journey of ION, an often overlooked terrestrial TV network, is quite remarkable. Once associated with a mix of crime dramas and procedural shows, it has transformed itself into a champion for sports fans who feel underserved, particularly in women’s sports.
This Saturday marks a significant moment as ION broadcasts the first nationally televised game in the newly established Women’s Professional Hockey League. The match will feature the New York Sirens taking on the Montreal Victoires in Detroit.
ION’s foray into women’s sports began a few years back with strategic agreements for WNBA rights, followed by a deal with the NWSL, and now includes live coverage of the PWHL.
When Scripps acquired ION at the end of 2020, it prompted a reassessment of the network’s strategy, which now reaches around 126 million households.
Brian Lawler, president of Scripps Sports, reflected on the network’s previous programming choices. “The earlier owners focused on popular procedural dramas like SVU and NCIS, and while that worked well and was profitable, it lacked in sports diversity,” he noted.
Lawler was struck by the challenges that female sports fans face in America. He observed, “Whenever women’s sports aired on TV, the viewership numbers improved each year, although the overall figures weren’t huge.”
In response, ION took a proactive approach, creating a Franchise Night concept for the WNBA that featured a nationwide doubleheader. “It was a solid plan, and fortune smiled upon us,” he recalled.
ION’s initial three-year contract with the WNBA kicks off in 2023, coinciding with Caitlin Clark’s much-anticipated senior year at the University of Iowa, along with a host of other emerging stars.
“The buzz surrounding players like Clark, Reese, and Backers was palpable once they started appearing on ION,” Lawler added.
As ION enters its fourth season in the WNBA, Lawler feels they have finally arrived. The network boasts the most coverage for WNBA and NWSL games, with dedicated Franchise Nights that spotlight various league personalities each week. One of their first profiles in the NWSL showcased veteran defender Carson Pickett, who brings awareness to limb differences.
The launch of the PWHL has been a three-week process, sparked by discussions with league executives during the Olympics, which reignited interest in women’s hockey. Saturday’s Sirens game is just the start, with ION also set to broadcast the PWHL’s Championship Series in May.
Lawler expressed enthusiasm for the rising popularity of athletes, especially those returning from Olympic success. “We recognized that the time was right to make these games visible,” he noted, emphasizing the importance of seizing the moment.
National brands, such as Ally, have shown eagerness to partner, demonstrating a strong interest in supporting the movement. Lawler explained, “We understood we had to connect the rights, the audience, and a strong brand—and it’s working.”
ION’s investments in the WNBA and NWSL have put them in a favorable position for the long term. A new six-year deal with the WNBA begins in 2026, while they are in the third year of a five-year commitment with the NWSL.
When asked about expanding the PWHL’s coverage next season, Lawler indicated that both the league and ION are on the same page. “Everything we suspected about interest in women’s sports has been confirmed, so it makes total sense to keep pushing forward,” he stated.
