Full Breakdown
E.W. Scripps Launches Scripps Sports Network: A New Era for Women’s Sports on Streaming
3/24/2026, 5:13:01 PM
Overview of the Launch
The E.W. Scripps Company is set to launch the Scripps Sports Network (SSN), a free, ad-supported streaming television channel dedicated to sports, on March 24, 2026. This 24/7 channel will feature live games, original series, and documentaries, with a strong emphasis on women’s sports and emerging leagues. SSN will be available across major streaming platforms, including The Roku Channel, Amazon Prime Video, and Samsung TV Plus.
Programming and Content Strategy
Scripps Sports Network aims to deliver over 100 live events annually, including matches from the National Women’s Soccer League (NWSL), the Professional Women’s Hockey League (PWHL), and Major League Volleyball (MLV). The channel will also air encore presentations of WNBA games and original programming, such as "Cold as Balls," hosted by comedian Kevin Hart, and conversation series featuring sports broadcaster Suzy Kolber and Olympic champion Sanya Richards-Ross.
Brian Lawlor, president of Scripps Sports, emphasized the network's goal to leverage existing sports rights and create a platform for new league partnerships, particularly in women’s sports. "Our recent live sports streaming growth tells us that fans are hungry for more," Lawlor stated.
Advertising and Market Positioning
State Farm has signed on as the foundational advertising partner for SSN, reflecting the growing interest in women’s sports. Baldwin Cunningham, head of media and partnerships at State Farm, noted the importance of investing in women’s sports, stating, “It’s good for business and it elevates athletes, inspires fans, and creates meaningful opportunities.”
Scripps aims to differentiate itself in the crowded streaming market by offering premium content without subscription barriers. Chief Revenue Officer Brian Norris remarked, “Free is not the discount tier anymore... it’s premium.” This strategy is designed to attract advertisers looking for innovative sponsorship opportunities in a landscape where traditional sports broadcasting is increasingly competitive.
Criticism and Market Challenges
While the launch of SSN is seen as a positive step for women’s sports, some critics argue that Scripps may be duplicating efforts already available through its Ion network, which also broadcasts many of the same sports. Critics suggest that without unique content, SSN may struggle to establish its identity in a fragmented streaming ecosystem.
Future Prospects
The Scripps Sports Network is positioned to expand its offerings further, with plans for additional original programming and partnerships with emerging leagues. As the network prepares for its debut, Scripps is expected to reveal more details during its Upfront presentation, aiming to solidify its role as a leader in the sports streaming market.
Verbatim Quotes
- “Our recent live sports streaming growth tells us that fans are hungry for more,” — Brian Lawlor, President of Scripps Sports
- “Free is not the discount tier anymore, at least as far as Scripps is concerned, free is premium.” — Brian Norris, Chief Revenue Officer of Scripps
The launch of the Scripps Sports Network represents a significant commitment to enhancing the visibility of women’s sports and providing a platform for underserved leagues, marking a pivotal moment in the evolution of sports broadcasting.
