In an exciting development for women’s sports, Major League Baseball (MLB) is stepping into the spotlight with a strategic investment in the Athletes Unlimited Softball League (AUSL), which is set to launch its inaugural season this June. This partnership represents a pivotal moment for the growth and visibility of professional women’s softball, aligning perfectly with the recent boom in women’s sports across various platforms.
As part of this groundbreaking deal, MLB will not only provide financial support to cover operational costs and key initiatives for the AUSL but will also leverage its extensive marketing, sales, and broadcast resources to elevate the league’s profile. This initiative is particularly noteworthy as it’s MLB’s first comprehensive partnership with a women’s professional sports league, signaling a significant commitment to fostering female athletes and enhancing the landscape of women’s sports.
MLB Commissioner Rob Manfred emphasized the league’s dedication to supporting softball during this dynamic period for women’s athletics. “We want softball to thrive,” he stated, underscoring MLB’s goal of building a sustainable league that resonates with fans and bolsters the softball community. The investment is aimed at not just growing the league but also at celebrating and promoting female athletes in a sport that has been gaining traction at all levels.
Jon Patricof, co-founder and CEO of Athletes Unlimited, echoed this sentiment, highlighting the robust growth of women’s softball at the grassroots and collegiate levels. With a return to the Olympics in Los Angeles in 2028, Patricof sees tremendous potential for the sport, dubbing it a “giant” in the realm of professional women’s athletics. This assertion is bolstered by recent statistics: ESPN reported that over two million viewers tuned into the NCAA Division I Women’s College World Series finals in 2024, showcasing the increasing appetite for women’s sports content.
In a significant move to further boost the league’s exposure, MLB will also broadcast select AUSL games on MLB Network and MLB.TV. This collaboration is a strategic effort not only to promote the sport but also to tap into the growing audience eager for engaging women’s sports action.
As the AUSL prepares to kick off its 24-game season, which will include four teams playing across 12 different cities, Commissioner Kim Ng heralded this partnership with MLB as a watershed moment. Her vision for the AUSL is ambitious, with plans to expand to six teams by the following season in 2026, ensuring that the league not only thrives but also inspires future generations of softball players. “Together, we’re going to reach new fans and inspire the next generation of softball players,” Ng remarked, capturing the collective excitement surrounding this venture.
With these developments, it’s clear that the stage is set for a remarkable era for women’s professional softball, enhanced by the robust support of MLB. All eyes will be on June as the AUSL launches, and fans can expect an exhilarating season filled with potential and promise for the sport.
