MLB Invests ‘Eight Figures' in Athletes Unlimited Softball League
Major League Baseball has made a strategic investment in the AUSL (Athletes Unlimited Softball League), which begins its inaugural season next week.
Financial details of the investment were not disclosed, but the investment amount was 'eight figures,' or at least $10 million, according to someone familiar with the details. It is the biggest financial commitment ever by MLB directed towards softball.
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MLB intends to work with the AUSL and its players on sales and marketing, events, distribution, digital and social platforms, and content. AUSL athletes are expected to be incorporated into MLB's All-Star Game and its postseason. Select AUSL games will air on MLB Network and MLB.TV, and the investment will support league operating costs and growth initiatives.
In MLB's announcement of the news, commissioner Rob Manfred said the deal reflects MLB's confidence in the vision of AUSL, in the talent of the players and in Kim Ng's leadership.
Last month, Ng, previously an advisor to AUSL, was named the league's commissioner. Ng is well-known in MLB circles; she was the first woman appointed as a general manager of a major men's North American franchise, having worked as GM of the Miami Marlins from 2020 to 2023. She has spent more than 30 years in MLB, including assistant GM stints with the New York Yankees and Los Angeles Dodgers, as well as a decade as an executive in the league office.
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MLB has supported softball through various initiatives over the years, including as a sponsor of USA Softball and the Women's National Team. It sponsors the NFCA (National Fastpitch Coaches Association), and supports various youth programs, such as PLAY BALL, the Nike RBI program, the Elite Development Invitational and Breakthrough Series. MLB also employees softball legends Jennie Finch and Natasha Watley as global ambassadors.
MLB's investment was made via the league's investment fund, Baseball Endowment, L.P. (BELP). Each team owns 3.3% of BELP, and that share is worth $40.5 million, per the Atlanta Braves' most recent SEC filings, or $1.2 billion cumulatively for the 30 clubs.
Athletes Unlimited was founded in 2020 by Jon Patricof and Jonathan Soros. In addition to the AUSL, it owns and operates women's basketball and volleyball leagues. AU has run softball events for the past five years in Rosemont, Ill., where players accumulated individual points during games to crown a winner. In August, 60 players will again compete for the individual title during the AUSL All-Star Cup, a 21-game competition.
The 2025 AUSL season will feature four teams playing 24 games, starting June 7.
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