Major League Baseball (MLB) financing Athletes Unlimited Softball League in preparation for its launch in June

Major League Baseball Deepens Investment in Women's Sports with Athletes Unlimited Softball League Partnership

New York - Major League Baseball (MLB) has made a strategic investment in the Athletes Unlimited Softball League (AUSL), marking the first comprehensive partnership between the sports behemoth and a professional women's sports league. The move comes as interest in women's sports continues to escalate, and MLB seeks new opportunities to engage more deeply.

The amount of MLB's investment into the AUSL remains undisclosed, but the arrangement will cover operational costs and include help with content, marketing, sales, events, and digital and social platforms, among other areas. The collaboration extends to marketing AUSL and its athletes during MLB's All-Star Game and throughout the postseason.

"This is an exciting venture for us," stated MLB Commissioner Rob Manfred. "We have closely examined the landscape and believe this is a promising opportunity for us."

The AUSL, founded in 2020, has distinctly new formats that crown an individual champion. In June, the league will debut a traditional, team-based model, while retaining its individual format for the AUSL All-Star Cup later in the season.

Manfred acknowledged the increased interest in women's sports and emphasized that MLB had been looking for ways to bolster its involvement. He noted that Athletes Unlimited's overall success, coupled with its robust infrastructure, made the partnership decision more straightforward.

Notably, Kim Ng, a former Major League Baseball executive, has joined AUSL as an adviser and was appointed commissioner in April. With the hiring of Ng, who held high-level positions in the Chicago White Sox, New York Yankees, and Los Angeles Dodgers, among others, Manfred indicated the move added confidence to the investment decision.

Athletes Unlimited co-founder Jon Patricof underscored the importance of MLB's commitment to boosting the AUSL's visibility alongside the financial backing. "MLB is making a concerted effort to elevate the AUSL, and we are grateful for this investment," Patricof said.

The unique AUSL format and the return of prominent softball champions Cat Osterman, Jennie Finch, Jessica Mendoza, and Natasha Watley as advisors aim to offer women a stable career in the sport, something that has been elusive in the past. The AUSL will begin its inaugural season on June 7, with teams playing 24 games across 12 cities before culminating in the AUSL Championship series in July.

Patricof envisions the league expanding to six teams city-based by the 2026 season. MLB already has partnerships with various women's softball and baseball initiatives, such as the operation of the MLB Develops girls baseball pipeline and a partnership with USA Softball.

Manfred expressed optimism regarding the AUSL's long-term growth. "We expect this league to expand and become sustainable on its own, providing a valuable investment for us," he said. "We hope that, in the end, we will have a thriving partnership and a vital force in expanding diamond sports internationally."

The collaboration between MLB and the AUSL marks a significant step in the pursuit of a more stable future for professional women's softball. With MLB's support, the AUSL aims to reach wider audiences, establish a more recognizable professional league, and provide expanded opportunities for women and girls in the sport.

[1] https://www.mlb.com/news/mlb-investment-in-athletes-unlimited-softball-league[2] https://www.usatoday.com/story/sports/baseball/2023/05/26/mlb-athletes-unlimited-women-s-softball-league-partnership/3321842101/[3] https://www.greenbaypressgazette.com/story/sports/2023/05/26/mlb-athletes-unlimited-partnership-womens-softball/3387629601/

The partnership between Major League Baseball (MLB) and the Athletes Unlimited Softball League (AUSL) signifies MLB's investment in women's sports, specifically baseball, aiming to boost the visibility and sustainability of the AUSL.
As MLB and AUSL collaborate extensively on operational costs, content creation, marketing, sales, events, and digital platforms, the former hopes to contribute significantly to the long-term growth of the AUSL and the expansion of diamond sports internationally.

Major League Baseball (MLB) financing Athletes Unlimited Softball League in preparation for its launch in June