Major League Baseball Invests In Professional Women's Softball, AUSL

Forbes

29-05-2025

Major League Baseball (MLB) announced on May 29 that they have partnered and invested in Athletes Unlimited Softball League (AUSL). MLB has already shown support of the sport of softball at large with their involvement and association with USA Softball and support of the Women's National Team, more recently as an Official
Sponsor of the NFCA (National Fastpitch Coaches Association), and through MLB's youth initiatives such as PLAY BALL, the Nike RBI program.
However, this investment into AUSL is monumental as professional softball in the US has historically struggled due to its underdevelopment and lack of true investment from owners and outside stakeholders. Former leagues in the Women's Pro Softball League (WPSL, 1997-2001), National Pro Fastpitch (NPF, 2004-2021) folded due to lack of revenue and financial backing.
MLB Commissioner Rob Manfred Jr said about the partnership, "As a part of our broader commitment to growing softball and creating more opportunities for women and girls in sports, this agreement reflects our confidence in Kim Ng's leadership, the AUSL vision, and the incredible talent of its athletes. During this extraordinarily
exciting time for women's sports, we want softball to thrive. MLB is committed to help build a sustainable and impactful league that drives fandom, serves the softball community, and benefits all female athletes.'
AUSL Commissioner Kim Ng, former Marlins General Manager and MLB executive who recently was announced as the first commissioner of AUSL, also mirrored the excitement of the partnership, 'This is a watershed moment for women's sports and especially for softball. MLB's investment will supercharge our efforts to build the sustainable professional league this sport has long deserved, and sends a powerful message about the value of female athletes and the importance of creating professional opportunities for them."
Although the MLB has not released the monetary investment amount, they have detailed that the partnership includes assisting the league with growth and operation cost, airing AUSL games and highlights on MLB TV and MLB Network, shared marketing efforts including social media marketing, collaborative events including AUSL players taking part at marquee MLB events such as the All-Star Game, Home Run Derby X, and the MLB postseason.
Additionally, MLB's premiere show MLB Tonight: National Pregame will be
on-site in Rosemont, Illinois on Friday, June 6 and Saturday, June 7 to cover Opening Weekend where AUSL's four teams – the Bandits, Blaze, Talons and Volts will compete.
AUSL will play 24 games between June 7 -July 23 and the top two teams will compete in a best-of-three championship series July 26-28 at the University of Alabama's softball stadium, a homecoming for AUSL star and former Alabama standout pitcher Montana Fouts if her team makes the series.
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