E.W. Scripps Co. Expands WNBA Coverage with New Media Rights Agreement on Ion
- E.W. Scripps Co. secures a multi-year media rights deal to air WNBA games on Ion, enhancing visibility.
- The agreement includes the first "WNBA on Ion" studio show, supporting women's sports' growing popularity.
- E.W. Scripps Co. aims to diversify Ion's content and strengthen its sports programming through this strategic partnership.
E.W. Scripps Co. Strengthens WNBA Presence with New Media Rights Agreement
E.W. Scripps Co. solidifies its commitment to sports broadcasting with a multi-year media rights deal with the Women's National Basketball Association (WNBA) to air Friday night games on Ion. This agreement not only includes the broadcasting of regular season games but also introduces the first-ever "WNBA on Ion" studio show, dedicated exclusively to WNBA coverage. The collaboration is expected to enhance the visibility of women's basketball, which has been experiencing a significant surge in popularity. While the financial specifics of the deal remain undisclosed, it builds on a previous agreement that averaged $13 million annually, reflecting the growing value of women's sports in the media landscape.
Since 2023, Ion has already established a foothold in WNBA broadcasting, airing 50 regular season games this season alone. The network, which reaches over 128 million homes through various pay TV and streaming platforms, has seen impressive viewer engagement, with WNBA Friday Night Spotlight viewership soaring by 133% year-over-year. This remarkable increase not only underscores the growing audience for women's basketball but also positions Ion as a key player in the sports broadcasting arena. Adam Symson, CEO of Scripps, expresses enthusiasm about Ion becoming the go-to destination for WNBA action on Friday nights, pointing to the deal as a significant step in bolstering the network's sports programming.
The strategic partnership aligns with the WNBA's trajectory toward increased visibility and audience engagement. WNBA Commissioner Cathy Engelbert highlights that this agreement signifies the league's expanding reach and the heightened demand for its games. The collaboration marks a departure from the league's prior 11-year media rights agreements with major networks like Disney and Amazon, valued at approximately $200 million annually. The growing interest in women’s basketball, driven by standout athletes such as Caitlin Clark and Angel Reese, is reflected in this new deal, which aims to capitalize on the league’s momentum.
In addition to enhancing its sports portfolio, E.W. Scripps Co. benefits from aligning with a league that is witnessing a cultural shift in media consumption. The combination of a dedicated studio show and a robust schedule of games not only diversifies Ion's content but also caters to an evolving audience that increasingly values women's sports. This partnership exemplifies how media rights agreements can reshape the visibility of underrepresented sports, further broadening the appeal of women's basketball.
With this agreement, E.W. Scripps Co. showcases its commitment to supporting women's sports at a time when interest and viewership are on the rise. The collaboration with the WNBA signifies a strategic move to enhance Ion's programming while contributing to the broader narrative of women's sports gaining rightful recognition on major platforms.