Latest news with #JonPatricof
Forbes
4 days ago
- Business
- Forbes
MLB Announces Partnership With New Professional Softball League
The popularity of women's sports continues to rise. And it goes beyond basketball and the WNBA. Major League Baseball announced on Thursday that it has entered a strategic partnership with the newly formed Athletes United Softball League. The entities will work together to help raise the visibility of the AUSL across MLB's marketing, events, distribution, editorial, digital and social platforms, content and more, including select AUSL games airing on MLB Network and MLB will also help the AUSL with operational costs and growth initiatives. The four-team league opens play Saturday with games in Rosemont, Ill., and Wichita, Kans. 'Athletes Unlimited is a great organization with great leadership that was attractive to us,' MLB chief baseball development officer Tony Reagins said. 'These conversations have been in the making for a year and a half. Obviously, it took some time to get to this point, but over the last couple of years, we've be watching the organization, watching how it went about their business, the creativity of the league, the way it was going to utilize its players, the creativity and innovation. It was something that was a little bit different. 'There have been professional (softball) leagues in and out of the space for a number of years. We felt really good about this opportunity, and mostly due to the leadership, the thinking that that the organization had, an opportunity for women that we have been working on for the last 10 years through some of our grassroots and development initiatives. Now, there is a pathway, if you will, to turn these initiatives into something bigger and better.' The AUSL's four teams – the Bandits, Blaze, Talons and Volts – will play a 24-game schedule from June 7-July 23. The top two teams will play in a best-of-three championship series from July 26-28 in Tuscaloosa, Ala. Following that series, 60 players will compete for an individual championship in the AUSL All-Star Cup, a 24-game competition in August featuring a scoring system invented by Athletes Unlimited. The AUSL will become a city-based league beginning in 2026, while it will be a touring property this summer featuring games in 12 different cities. Athletes Unlimited was co-founded in 2020 by Jon Patricof and Jonathan Soros. In addition to the AUSL, AU owns and operates a portfolio of professional women's sports leagues, including basketball and volleyball properties. Patrifcof, who serves as CEO of Athletes Unlimited, is excited about the collaboration with MLB. 'It's incredibly important that we have them on board, obviously as an investor and a partner, but also a strategic partner who's going to bring their tremendous resources, including televising our games on MLB Network, which will be great for exposure,' Patricof said. 'I think of those resources as, honestly, a lot of things that money can't buy, and that's It's just huge now for us to align all the stakeholders in the sport.' Naming Kim Ng as commissioner gives the AUSL further credibility heading into its inaugural season. Ng was a long-time executive in MLB and has the distinction of being the game's only female general manager, a role she served in with the Miami Marlins from 2021-23. Said Ng: '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. Together, we're going to reach new fans and inspire the next generation of softball players.'
Reuters
4 days ago
- Business
- Reuters
MLB diving into women's professional sport with softball investment
NEW YORK, May 29 (Reuters) - Major League Baseball is making a big bet on the business of women's sport, announcing on Thursday its first significant financial investment in a women's professional softball league. The Athletes Unlimited Softball League launches on June 7 in a first-of-its-kind, wide-ranging partnership with minority investor MLB, the standard-bearer of "America's pastime" for well over a century. "There's a tremendous amount of momentum in women's sports in general, and softball specifically, and we figured that our partnership with AUSL can create the next great women's sport league," MLB Deputy Commissioner Noah Garden told Reuters. "It's a massive opportunity for growth in the sport and there's no better time than the present." The announcement comes as softball returns to the Olympic spotlight at the LA28 Games and amid surging popularity for women's sport in North America, where basketball's WNBA and soccer's NWSL have seen a steady rise in viewers and attendance. Both parties declined to disclose the cash value of the partnership but MLB's influence is expected to give a critical boost to AUSL in its first year. Select games will air on MLB Network and streaming service giving a platform to the softball league straight away, while AUSL athletes will be featured at MLB events including the popular annual All-Star Game. "Obviously, financial investments are very important. But there are certain things that money can't buy," Athletes Unlimited CEO and co-founder Jon Patricof told Reuters. "Being able to secure the support, the expertise of MLB is exactly what we would have wanted and hoped for." MLB has long supported women's softball, from youth level to the national team, but finds itself in a league of its own with Athletes Unlimited, a women's multi-sport organization that launched in 2020 with a focus on promoting female athletes. The AUSL has assembled a formidable group, with the Miami Marlins' trailblazing former General Manager Kim Ng named commissioner for the league, where four teams will play a 24-game season touring 12 cities. Thirteen of the 15 players on the U.S. national team roster are represented in the AUSL, which counts gold medalists Jennie Finch, Jessica Mendoza, Cat Osterman and Natasha Watley as advisors. "This is a watershed moment for Athletes Unlimited, for women's pro softball - and, I think, for women's pro sports overall," said Patricof. The announcement comes as more investors rush to get in on women's sport, with the WNBA's New York Liberty selling a stake at a record $450 million valuation earlier this month. The National Football League has thrown its resources into flag football ahead of the sport's inclusion in the Los Angeles Games, with an eye toward getting the next generation of girls hooked on a game once seen as the sole domain of men. At a media event last month, opens new tab, MLB Commissioner Rob Manfred said youth participation played a huge factor in future fandom. "During this extraordinarily exciting time for women's sports, we want softball to thrive," he said in a statement.
CNBC
4 days ago
- Business
- CNBC
Major League Baseball to make major investment in women's professional softball league
Major League Baseball will make a strategic investment in the newly launched Athletes Unlimited Softball League, the league announced Thursday. The deal marks MLB's first comprehensive partnership with a women's pro sports league and comes as women's sports see rapid growth in everything from television viewership to team valuations. Terms of the deal were not provided. As part of the agreement, MLB will help raise the visibility of the AUSL and its athletes through its sales, marketing, broadcast and social media platforms. The baseball league will also make a significant financial investment toward league operational costs and key growth initiatives as it starts its inaugural season this year. "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," MLB Commissioner Rob Manfred said in a statement. Athletes Unlimited co-founder and CEO Jon Patricof, who also owns and operates pro volleyball and basketball leagues, said the partnership will boost professional women's softball, a sport that has seen major growth in recent years. "The sport is growing at the grassroots level, the college level and it will be back in the Olympics in 2028" in Los Angeles, Patricof said. "It's kind of a giant among pro women's sports right now." MLB said it will also air select AUSL games on MLB Network and Last February, ESPN signed a deal with Athletes Unlimited to broadcast at least 30 softball games across its networks. It has reason to believe the sport is attracting a big audience: More than 2 million viewers tuned in for the NCAA Division I Women's College World Series finals in 2024, a 24% increase over the previous year, ESPN said. AUSL Commissioner Kim Ng called the deal with MLB a watershed moment for women's sports and 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," she said. The AUSL will kick off its debut season on June 7 and feature four teams each playing in a 24-game campaign, followed by an All-Star Cup. The games will take place in 12 different cities this year and then transition to a city-based league in 2026. The league is planning to expand from four to six teams next season in 2026. "Together, we're going to reach new fans and inspire the next generation of softball players," said Ng.
Forbes
01-05-2025
- Business
- Forbes
2025 Athletes Unlimited Pro Volleyball Championship: New Cities & Stars
2025 Athletes Unlimited Volleyball Championship Athletes Unlimited Athletes Unlimited has unveiled a rebrand of its exclusive, invite-only Pro Volleyball Championship, which will feature 44 of the world's top players competing for the sport's ultimate title. Hosted in two of the most volleyball-obsessed cities — Omaha, Nebraska (October 1–15) and Madison, Wisconsin (October 22–November 3) — the five-week tournament brings a high-intensity, fresh format to fans, with matchups designed to deliver the highest talent and championship-level action. Fifteen matches will be broadcast exclusively on ESPN platforms, with additional streaming partners to be announced. With a bold new identity and logo developed in collaboration with creative agency Doubleday & Cartwright, the AU Pro Volleyball Championship builds on Athletes Unlimited's legacy of innovation since its 2021 debut. Athletes Unlimited's vision for the Pro Volleyball Championship represents a significant stake in women's professional volleyball, with a commitment to providing a platform where the world's best athletes can compete at the highest level. As Jon Patricof, Co-Founder and CEO of Athletes Unlimited, shared, 'It represents our investment and continued belief in the massive opportunity that exists around women's professional volleyball in the United States. We hold a very unique position in the marketplace, and this new chapter really crystallizes that position—as the place where the best players from around the world come to compete every fall.' The selection of Omaha and Madison as host cities was driven by the passionate volleyball fanbases in both cities and the strong local support, ensuring the championship resonates not only with core volleyball fans but with sports enthusiasts across the country and around the world. 'There was immense demand from cities across the country to host the championship. At the end of the day, Omaha and Madison stood out because of their passionate fan bases and the enthusiasm and cooperation from the cities and our local hosts,' said Patricof. 'This is a pivotal moment where we want to solidify our position—not just among core volleyball fans, which we know we'll find in Omaha and Madison—but also with sports fans across the country and around the world.' Fans can reserve their seats now — series ticket deposits are open for both Omaha and Madison. Manami Kojima Photo credit: Athletes Unlimited Athletes Unlimited With an impressive roster filled with Olympians and international stars, Cassidy Lichtman, VP of Volleyball at Athletes Unlimited, is enthusiastic about what fans can expect, noting, 'It's going to be a very high level of play. Our format also makes it incredibly competitive — our slogan is 'Every Moment Counts,' and that's truly the case. Every play matters and is scored, which creates a nonstop competitive atmosphere.' Olympic medalists Micha Hancock, Jordan Thompson, Justine Wong-Orantes, and Natalia Zilio Pereira will take the AU court, joining defending champion Brittany Abercrombie in a stacked roster of international and domestic stars. Among the early wave of announced athletes are Olympians from five nations, including: Lorenne Teixeira (Brazil), Manami Kojima (Japan), Natalia Valentin-Anderson (Puerto Rico), and Betty De La Cruz (Dominican Republic), as well as local heroes and fan favorites like Wong-Orantes, Valentin-Anderson, Sydney Hilley, and Claire Chaussee. Standout NCAA All-Americans such as Madi Bugg, Dani Drews, Skylar Fields, Serena Gray, Claire Hoffman, and Molly McCage will also compete, alongside international firepower including Heydi Casanova (Cuba) and Pornpun Guedpard and Piyanut Pannoy (Thailand). Lichtman compares the intensity of the competition to the playoff energy that fans are familiar with, adding, "You're watching athletes who never take a point off. It's similar to the intensity of playoff sports — except it's every game. That's really fun for fans. You're seeing the best in the world — from the U.S., Brazil, Thailand, the Dominican Republic — all competing at full throttle in a format that's different from what they're used to." This unique format, combined with the sheer talent on display, is sure to create an unforgettable experience for fans. Athletes Unlimited's signature scoring system further elevates the competition. Players earn points not only through team victories but also through individual performances, with the leaderboard constantly evolving. Each week, the top four athletes become team captains, drafting new rosters, and culminating in one overall champion at season's end. This innovative structure adds layers of excitement and strategy, giving fans something to look forward to each week. CEO Jon Patricof weighed in on the impact of this dynamic format: "The competition around the individual championship and our scoring system, along with the redrafting of teams, has been incredibly successful. We've seen this format adopted by college and youth programs, and it's something both fans and athletes love. We believe all volleyball fans will want to tune in to see who will be crowned the individual champion of volleyball." Micha Hancock, an elite setter for the United States Women's National Volleyball Team, is no stranger to high-stakes competition. Having led Penn State to back-to-back national championships in 2013 and 2014, Hancock is a player with an extensive record of success at the highest levels of the sport. As the AU Pro Volleyball Championship makes its debut, Hancock reflects on what drew her to play in the tournament. "I'm in a place where I'm hungry for more volleyball, and AU has such a different structure that I was really curious to see what it would be like. At this point in my career, staying active and competing at a high level is important—and this felt like a win-win." The AU Pro Volleyball Championship's unique format, where players earn individual points and draft new teams each week, poses new challenges for Hancock. As a setter, building chemistry with new teammates every round is a key part of the game. "It's definitely a challenge, but that's part of what makes it exciting," she says. "There's so much variety in who you're playing with, and the weekly draft makes you think differently. Communication has to be at an all-time high, and it really pushes you to figure out quickly who you gel with—whether their style works with yours, and vice versa." In this fast-paced environment, Hancock will focus on observing her teammates closely to make quick adjustments. "As a setter, I'll be watching closely—trying to see how hitters move, how they like the ball, and making adjustments fast. I've watched past AU seasons and seen some of my former teammates play, so I'm really looking forward to jumping in and figuring it all out firsthand." Reflecting on the competitive nature of the Championship, Hancock recognizes the mental and physical demands it will place on all players. "Any event at this level is going to be a challenge—mentally and physically. The format is unique, especially with the three-game structure. I haven't played that way in a while, but it'll be cool to experience." With top talent from around the world, the Championship will bring together diverse styles of play. Hancock is excited by the opportunity to compete against some of the best athletes in the sport. "There's new talent coming in, and a lot of elite players from different backgrounds. The format, the scoring, the rotations—everything's just a little different, and I'm going in with an open mind and high hopes." As the landscape of professional volleyball evolves, Hancock reflects on the growing opportunities for athletes. "There's no one 'right way' to play pro volleyball. For a long time, I got caught up in trying to follow the right path. But the reality is, having three—maybe even four—leagues running right now gives athletes options. If playing professionally is what you want to do, go for it. I'm excited to be part of the AU Pro Volleyball Championship and to compete in front of great fans." 'As the first modern professional women's volleyball league to launch in the U.S. back in 2021, Athletes Unlimited is proud of the role it has played in advancing the sport,' said Cassidy Lichtman, Vice President of Volleyball at Athletes Unlimited. 'We're now thrilled to introduce this new iteration of our competition, which will bring together top players from the best domestic and international leagues.' 'We're incredibly excited,' added AU co-founder and CEO Jon Patricof. 'Not only will these games air on ESPN, but they'll also be broadcast globally. We're focused on making the matches accessible to fans everywhere. With top-tier talent from the U.S. and around the world, there's a massive appetite for more elite volleyball, and we're committed to meeting that demand.' The AU Pro Volleyball Championship is a flagship initiative of Athletes Unlimited, which was named one of Fast Company's Most Innovative Companies. Its Advisory Board includes some of the biggest names in sports—Karch Kiraly, Sheryl Swoopes, Jessica Mendoza, Cat Osterman, Abby Wambach, and Kevin Durant—exemplifying AU's mission to lead with athlete-driven innovation and elevate the game.
Axios
28-02-2025
- Business
- Axios
Scoop: Athletes Unlimited hoops league will return to Nashville
The Athletes Unlimited Pro Basketball league reached a multi-year deal to continue playing in Nashville. Why it matters: Athletes Unlimited gives fans the chance to see some of the best women's pro basketball players in the world. What they're saying: Athletes Unlimited CEO and co-founder Jon Patricof tells Axios that encouraging community support and strong attendance inspired the league to return to Nashville. "The season has far exceeded our expectations," Patricof says. "We're talking about really big improvements and growth over what we've seen in the prior year." By the numbers: The season is ongoing, but organizers say attendance for games at Municipal Auditorium is projected to be up 77% compared with last season in Dallas. Season ticket sales are up 260%. Merchandise sales and social media engagement are up as well. Zoom out: Nancy VanReece, a former Metro Council member and current auditorium board member, tells Axios she's encouraged to hear the league created 906 seasonal jobs. She says the auditorium board "is beyond thrilled to have been able to see both the incredible community gathered in our space and important seasonal employment for our treasured hospitality industry." Between the lines: Athletes Unlimited is a professional league featuring players from the WNBA and Olympic squads. Alysha Clark, who played for Mt. Juliet High followed by Belmont and Middle Tennessee State, is one of the local stars participating in the Athletes Unlimited league this season. Athletes Unlimited uses a creative approach that tracks players' individual performances, kind of like a fantasy hoops. What's next: The success of Athletes Unlimited comes at the same time a local ownership group is seeking to bring a WNBA expansion franchise to Nashville. The support is another sign of Nashville's appetite for women's pro sports. "Now having this relationship (with Nashville) in place allows us to build on that for the long term," Patricof says. "We have fans coming from the region and the country and we will now have the runway to begin those efforts to market, promote the upcoming season and also build deeper relationships." If you go: The season concludes Sunday and tickets are still available for the final round of games.
