Major League Baseball has made a significant investment in the Athletes Unlimited Softball League (AUSL), a new professional women’s softball league set to launch its inaugural season next month. The league will feature 12 teams and play a 24-game regular season, with the championship game taking place in Tuscaloosa, Alabama.
The AUSL has gained attention for its unique marketing approach, including surprise “Golden Ticket” presentations that awarded players invitations to join the league. The league is backed by big-name sponsors, including MLB Network and ESPN.
Former Miami Marlins general manager Kim Ng, now commissioner of the AUSL, led the charge in assembling a roster of talented college softball stars, including Alabama pitcher Montana Fouts and UCLA shortstop Maya Brady.
MLB Commissioner Rob Manfred said that the league’s investment is part of an effort to establish women’s professional sports leagues on par with the WNBA. The league will air games on MLB Network and market itself across MLB’s digital platforms.
While the AUSL has received praise from softball veterans, including ESPN analyst Jessica Mendoza and former USA coach Patty Gasso, it faces challenges in gaining mainstream attention. However, Manfred believes that the investment will give the league a runway to establish itself and become a staple of women’s professional sports.
The league is looking to provide a compelling product, with players’ personalities and intense games driving fan interest. Fouts, who has been running youth camps and tournaments since finishing her college career in 2023, is excited to be part of the AUSL and inspire the next generation of softball players.
With MLB’s investment and unique marketing approach, the AUSL is poised to make a significant impact on women’s professional sports.
Source: https://www.nytimes.com/athletic/6387741/2025/05/29/mlb-pro-softball-league-athletes-unlimited