MLB Invests in New Women’s Softball League for Future Growth

New York, NY — Major League Baseball is investing in the Athletes Unlimited Softball League (AUSL), which is gearing up for its inaugural season. Sources told ESPN that MLB is acquiring more than a 20% equity stake in the league, aiming to bolster the viability of professional women’s softball.

The AUSL, which plans to feature four teams and compete in 12 locations this summer, believes MLB’s involvement will enhance its legitimacy in a sport that has seen several leagues come and go. Jon Patricof, CEO and co-founder of Athletes Unlimited, called it a ‘watershed moment’ for women’s sports, emphasizing that this support goes beyond mere finances.

“It’s a financial investment but also about a number of things that money can’t buy,” said Patricof in an interview. The league will work on marketing and content distribution as part of this partnership. Tony Reagins, MLB’s chief baseball development officer, expressed optimism, stating, ‘We want this to be not good but great.’ He highlighted the importance of creating more opportunities for young women in softball.

This partnership marks a significant step, as no major North American men’s sports league has made such a notable post-creation investment in women’s leagues. Previously, MLB partnered with National Pro Fastpitch, which lasted 18 years but lacked substantial media reach.

The AUSL has already secured a broadcasting deal with ESPN, which will air 33 games this summer. Additionally, games will be featured on MLB Network and MLB.tv, including coverage of the league’s opening day on June 7. AUSL players will also attend MLB’s All-Star Game to promote women’s professional softball.

Reagins noted the growing interest in women’s sports, referring to strong ratings from the Women's College World Series in recent years. With prominent athletes like Jennie Finch and Cat Osterman serving as advisers, the AUSL hopes to attract new fans and enhance the sport’s profile.

Patricof emphasized that this is just the beginning for AUSL. ‘We’ve put all these pieces together, we launch June 7, but it’s still incredibly early days in where we envision the AUSL going,’ he said. The league aims to execute its plans and foster growth alongside its partners, players, and fans.