Observed Signal · Mar 16, 2026 · League Launch · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Amy Scheer's Playbook: Rapid Build of the PWHL
Amy Scheer, a longtime sports executive, joined the Professional Women's Hockey League (PWHL) on November 1, 2023 — two months before the league's first games — and helped stand up sponsorship, media, marketing, licensing and event operations for the inaugural season. The league rapidly scaled: by the end of its first season it had 40+ corporate partners and had already hit Year 4 of its financial plan. Three seasons in, the PWHL expanded to eight teams, is approaching two million fans, has posted ~20% year-over-year attendance growth, doubled merchandise sales, added 75+ brand partners, sold out Madison Square Garden and TD Garden, and secured a national U.S. broadcast on ION via Scripps Sports reaching roughly 126 million households. The article profiles Scheer’s career (Nets, Liberty, MLS clubs, NFL, consulting) and highlights her "audience-first" playbook and event-driven distribution approach.
Rapid creation and commercial scaling of a national sports league plus a national broadcast deal expands premium sports inventory and sponsorship opportunities for media buyers and broadcasters.
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Key Takeaways & Evidence Grounding
- Amy Scheer joined the PWHL on November 1, 2023, two months before the league's first games.
- By the end of the PWHL's inaugural season the league had 40+ corporate partners and hit Year 4 of its financial plan.
- Three seasons later the PWHL expanded to eight teams and is approaching two million fans with ~20% year-over-year attendance growth.
- The league has added 75+ brand partners, doubled merchandise sales, and sold out Madison Square Garden and TD Garden.
- PWHL secured its first national U.S. broadcast on ION through Scripps Sports, reaching about 126 million households.
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
PWHL Reaches 126M U.S. Homes via Scripps/ION
The Professional Women's Hockey League (PWHL) moved from a regional, patchwork distribution that reached ~56 million U.S. households to a national broadcast arrangement after Scripps Sports agreed to air the league's neutral-site Takeover Tour game on ION. The Scripps/ION window expands the PWHL's reach to about 126 million U.S. households (roughly 95% of U.S. households), marking the league's first national U.S. television window. An Olympic viewership surge — including a record ~8 million peak for the women's hockey final — accelerated national interest. Ally Financial is the game's presenting sponsor. The league reports strong attendance growth, plans to expand from eight to twelve teams next season, and is leveraging local-first distribution to build negotiating leverage for wider national deals.
PWHL Stitches Regional Deals, Reaching 56M U.S. Homes
The Professional Women’s Hockey League (PWHL) announced a multi-platform media rights strategy for its 2025–26 season that prioritizes broad accessibility over a single exclusive national partner. In the U.S. the league is assembling a patchwork of regional sports networks (including NESN and MSG Networks) and over-the-air station groups to reach an estimated 56 million U.S. households. In Canada the PWHL remains with national partners TSN, CBC and Prime Video while bringing Sportsnet back. The league expanded to eight teams (adding Seattle and Vancouver), will play a 120-game schedule, and will continue to stream all games free on its YouTube channel. Local teams such as the Seattle Torrent will air all games over-the-air in their markets.
WNBA Signs Bell Media, JWS; Upshot League Raises $40M
The WNBA opened its 30th season with three simultaneous media and ecosystem moves: a multiyear Canadian broadcast agreement with Bell Media (TSN, CTV, Crave), an emerging media partnership granting Just Women's Sports credentialed access and official content rights, and a separate $40 million funding round backing the Upshot League, a new women's basketball circuit targeting markets the WNBA does not currently serve. The announcements illustrate a deliberate four-tier distribution strategy — broadcast, streaming, niche media, and platform aggregation — and signal that audience demand for women's basketball is outgrowing existing distribution infrastructure (including a 172% year-over-year Draft viewership increase on TSN).
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