MLB Invests in Athletes Unlimited Softball | News
Major League Baseball makes a significant move, investing in the Athletes Unlimited Softball League and signaling a major boost for the sport.This strategic partnership, with MLB taking a substantial stake in the AUSL, aims to fuel softball’s professional growth and expand the reach of women’s sports. MLB’s investment, including marketing and content distribution on MLB Network and MLB.com, underscores a commitment to providing more opportunities for female athletes. News Directory 3 is following this and many other significant business developments. This investment, coupled with MLB’s existing relationship with USA Softball, sets the stage for AUSL’s expansion. Discover what’s next as this exciting new partnership unfolds.
MLB Invests in Athletes unlimited Softball League for Growth
Updated June 02, 2025
Major League Baseball (MLB) is strategically investing in the Athletes Unlimited Softball League (AUSL), marking MLB’s first venture into professional softball. The deal, announced wednesday, involves a stake reportedly exceeding 20% in the AUSL, part of the Athletes Unlimited US network of women’s sports leagues that launched in 2020.
This investment comes amid a surge in popularity for women’s sports leagues, including softball. Beyond the equity stake, MLB will support AUSL with marketing and content distribution. Select AUSL games and highlights will be featured on MLB Network and MLB.com, complementing AUSL’s existing broadcast deal with ESPN.
The four inaugural AUSL teams—the Bandits, Blaze, Talons, and volts—will each play 24 games between June 7 and June 23. The top two teams will then compete in the AUSL Championship in Alabama in late July. The AUSL plans to transition into a city-based league next year and expand to six teams.
MLB Network will exclusively broadcast the opening weekend game between the Volts and the Blaze in Wichita, Kansas. Additionally, AUSL athletes and stories will be highlighted across MLB’s digital platforms and integrated into select MLB events. This investment aims to bolster league operations and key growth initiatives for Athletes Unlimited softball.
MLB Commissioner rob Manfred emphasized the importance of the investment. “Major League Baseball’s investment in the AUSL represents an possibility to support softball’s long-term growth and expand our engagement with these outstanding athletes and their fans,” Manfred said. “MLB is committed to help build a lasting and impactful league that drives fandom, serves the softball community, and benefits all female athletes.”
MLB has a longstanding relationship with USA Softball and the country’s women’s national team. Kim Ng, commissioner of the AUSL, highlighted the importance of the deal for women’s sports. “This is a watershed moment for women’s sports and especially for softball,” Ng said. “MLB’s investment will supercharge our efforts to build the sustainable professional league this sport has long deserved,and sends a powerful message about the value of female athletes and the importance of creating professional opportunities for them.”
Ng previously served as the first female general manager in MLB with the Miami Marlins from 2020 to 2023. Jon Patricof, co-founder and chief executive of Athletes Unlimited, noted the growth of softball at various levels. “The sport is growing at the grassroots level, the college level, and it will be back in the Olympics in 2028 … It’s kind of a giant among pro women’s sports right now,” Patricof said.
What’s next
With MLB’s support, the Athletes Unlimited Softball League is poised for expansion and increased visibility, perhaps attracting more fans and athletes to professional softball.