Major League Baseball (MLB) has made a significant investment in the Athletes Unlimited Softball League (AUSL), a fledgling professional women’s softball league preparing for its inaugural four-team season. The deal includes an equity stake of over 20% and will assist the league with marketing, content distribution, and financial support.
The AUSL aims to establish itself as a viable long-term entity in women’s sports, which has seen multiple professional leagues fold. With revenues exceeding $1 billion per year, women’s sports are now a lucrative market. The AUSL plans to expand its teams based in cities, with 12 locations hosting games this summer.
MLB’s investment is a watershed moment for pro women’s softball and demonstrates the league’s commitment to supporting women’s sports at all levels. “It’s a financial investment but also about a number of things that money can’t buy,” said Jon Patricof, CEO and co-founder of AUSL.
The partnership will see games broadcast on MLB Network, MLB.tv, and ESPN, with 72 games available linearly. AUSL players will attend MLB’s All-Star Game and postseason to grow awareness about women’s professional softball. The league has a deal with National Pro Fastpitch, which operated for 18 years before its eventual closure.
AUSL Commissioner Kim Ng has worked closely with MLB to establish the partnership, citing the league’s creative approach to business as an inspiration. “We watched how they went about their business,” said Tony Reagins, MLB’s chief baseball development officer. “Very creative. They took some risks.”
The AUSL is well-positioned for growth, with Jennie Finch, Cat Osterman, and Jessica Mendoza among its notable players. As Patricof notes, “This is just getting started,” but the league is confident that it has the right pieces in place to execute and grow alongside MLB.
Source: https://www.espn.com/mlb/story/_/id/45371244/sources-mlb-purchasing-equity-stake-fledgling-ausl