Observed Signal · Mar 23, 2026 · Product Launch · Source: Adweek · Impact: 3/5 · Sentiment: Positive
Scripps Launches 24/7 FAST Channel for Women’s Sports
The E.W. Scripps Company will debut Scripps Sports Network, a 24/7 free ad-supported streaming TV (FAST) channel, on March 24. The channel will air 100 live events across the year, focusing on women’s sports and emerging leagues, and offers premium advertising positions tied to live broadcasts. State Farm is a launch partner. Programming includes coverage of the Professional Women’s Hockey League (including its championship), the NWSL, Major League Volleyball, Pro Cheer League, Athlos NYC, National Arena League and the Scripps National Spelling Bee, plus 100 hours of encore WNBA content, an interview series hosted by Suzy Kolber, and acquired shows such as Kevin Hart’s Cold as Balls. The channel will be distributed on major FAST/CTV platforms including The Roku Channel, LG Channels, Amazon Prime Video/Fire TV Channels, Google TV Freeplay, Xumo, TCL platforms, Plex, Local Now and Tablo.
Adds premium CTV/FAST inventory and live women’s sports programming, creating new advertising opportunities and distribution on major FAST platforms.
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Key Takeaways & Evidence Grounding
- The E.W. Scripps Company will launch Scripps Sports Network, a 24/7 FAST channel, on March 24.
- Scripps Sports Network will present 100 live events across the year focused on women’s sports and emerging leagues.
- State Farm signed on as a launch partner for the Scripps Sports Network.
- Coverage includes the Professional Women’s Hockey League (PWHL) championship, NWSL, Major League Volleyball, Pro Cheer League, Athlos NYC, National Arena League, and the Scripps National Spelling Bee.
- The FAST channel will be available on The Roku Channel, LG Channels, Amazon Prime Video, Amazon Fire TV Channels, Google TV Freeplay, Xumo, TCL TV+/TCL Channel, Plex, Local Now and Tablo.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Scripps Launches Women's Sports FAST Network
E.W. Scripps launched Scripps Sports Network (SSN), a 24/7 free ad‑supported streaming television (FAST) channel, on March 25, 2026. SSN is distributed across major CTV platforms including Roku Channel, Samsung TV Plus, Prime Video and Google TV Freeplay and is positioned as the FAST ecosystem’s first dedicated women’s sports network. The channel’s first‑year slate features 100+ live events (including PWHL, NWSL, MLV and WNBA encore telecasts), 10 original series (fronted by Suzy Kolber and Sanya Richards‑Ross), and acquired programming. State Farm signed on as SSN’s founding advertising partner. Scripps positions SSN as a development tier feeding ION’s national broadcast footprint and as part of a broader strategy to own scaled reach for premium sports inventory in FAST.
Scripps Doubles Down on Women’s and Local Sports
The E.W. Scripps Company is strategically expanding its sports programming and streaming inventory to prioritize women’s and local sports across its ION network, local TV stations and new FAST (free ad-supported streaming TV) channels. In an AdExchanger Talks interview, CRO Brian Norris described initiatives including WNBA franchise nights, National Women’s Soccer League matches and Professional Women’s Hockey League games on ION, plus a FAST channel that streams live events and original athlete-focused content. Scripps is packaging national, local and CTV inventory flexibly to meet advertiser objectives—reach, regional targeting or performance—and plans to present its sports portfolio during this year’s upfronts. The company frames the FAST channel as an alternative to subscription fatigue and paywalls, aiming to attract advertisers and audiences with free live sports and storytelling formats.
Sports Illustrated Launches SI TV FAST Channel
Sports Illustrated has launched SI TV, a 24/7 free ad-supported streaming (FAST) channel that repurposes the publisher’s archival and original video content to create a new ad revenue stream. The channel will run original shows, video podcasts, documentaries, and live sports — including Mountain West Conference games — and surface behind-the-scenes archival footage and daily betting insights. The launch follows a sharp increase in the brand’s video consumption: Sports Illustrated reported a 180% rise in YouTube watch time in 2025. Editor in Chief Steve Cannella framed SI TV as an extension of the publisher’s storytelling mission into the FAST/CTV space. The move positions the legacy brand among many competitors in the crowded streaming ecosystem while leveraging existing assets to minimize production risk and monetize growing video audiences.
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