MLB invests in Athletes Unlimited Softball League ahead of June debut

Major League Baseball is making an investment in Athletes Unlimited to support its upcoming softball league debut, marking the first comprehensive partnership between MLB and a professional women’s sports league. MLB announced on Thursday a strategic investment in the Athletes Unlimited Softball League, providing support for operational costs and committing to help increase its visibility through various means such as content, marketing, sales, events, distribution, editorial, and digital and social platforms. This partnership will also involve promoting the AUSL and its athletes during MLB’s All-Star Game and the postseason.

MLB Commissioner Rob Manfred expressed enthusiasm about the collaboration, stating that they see a significant opportunity in women’s sports and are excited to be a part of it. Athletes Unlimited introduced a unique softball format in 2020, crowning individual champions, and will now launch a league with a traditional team-based format starting on June 7, while retaining the individual format for the AUSL All-Star Cup.

The increasing interest in women’s sports in recent years prompted MLB to explore opportunities for involvement, ultimately leading to the decision to partner with Athletes Unlimited due to its success and strong infrastructure. Former MLB executive Kim Ng, who was appointed as an adviser to AUSL and promoted to commissioner, further solidified MLB’s decision to invest. MLB’s commitment to boosting the AUSL’s visibility was emphasized by Athletes Unlimited co-founder Jon Patricof as crucial alongside the financial investment.

The AUSL, with advisors such as Cat Osterman, Jennie Finch, Jessica Mendoza, and Natasha Watley, plans to kick off its season with games in Illinois and Kansas, with four teams playing 24 games in 12 cities. The league aims to expand to six city-based teams next season. MLB is already involved in various women’s softball and baseball initiatives, including a partnership with USA Softball and the MLB Develops girls’ baseball pipeline.

Manfred expressed optimism about the future of AUSL, envisioning a sustainable league that can grow diamond sports internationally. The partnership with MLB and existing relationships with USA Softball are expected to provide stability for the AUSL, with Patricof highlighting the alignment and support from the baseball community as an exciting development for the sport.