In a historic move that signals a new era for women’s professional sports, Major League Baseball (MLB) has announced a major investment in the Athletes Unlimited Softball League (AUSL), marking the league’s first formal partnership with a women’s professional softball organization.
Though financial specifics were not disclosed, Sportico reports the investment is valued in the “eight-figure” range, representing the largest financial commitment MLB has ever made toward softball. The deal signifies a strategic and symbolic endorsement of women’s sports at the professional level.
As part of the agreement, MLB will leverage its expansive media ecosystem, including MLB Network and MLB.TV, to amplify AUSL coverage. Select AUSL games will be broadcast across MLB’s digital, editorial, and social platforms, aiming to boost exposure for the league’s athletes and attract a broader fan base.
The investment also supports the AUSL’s operating costs and future growth initiatives, as the league prepares to launch its inaugural season on June 7. In addition to game coverage, the agreement includes collaborative marketing strategies to position the AUSL as a premier destination for elite softball talent in North America.
“Major League Baseball’s investment in the AUSL represents an opportunity to support softball’s long-term growth and expand our engagement with these outstanding athletes and their fans,” said MLB Commissioner Rob Manfred. “This partnership aligns with our broader commitment to growing softball and increasing opportunities for women and girls in sports. It reflects our belief in Kim Ng’s leadership, the AUSL’s vision, and the talent of its athletes.”
Manfred also revealed to Sports Business Journal that MLB had considered launching its own pro softball league before choosing to partner with the AUSL following an “exhaustive review.” AUSL co-founder Jon Patricof confirmed that MLB will hold a board seat and acquire a more than 20 percent ownership stake, although Athletes Unlimited (AU) will remain the majority stakeholder.
Founded in 2020 by Patricof and Jonathan Soros, AU operates a unique player-first model across its professional women’s leagues in basketball, lacrosse, volleyball, and now softball. The AUSL format will debut with four teams playing across 12 cities this summer. ESPN will televise 33 games, 30 of which will air on its traditional cable platforms. The league plans to expand to six city-based franchises by 2026.
Adding gravitas to the league’s leadership, AUSL recently appointed Kim Ng as its commissioner. Ng, the first female general manager in Major League Baseball history during her time with the Miami Marlins, now leads efforts to transform AUSL into a lasting institution.
“This is a watershed moment for women’s sports and especially for softball,” said Ng. “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.”
Ng emphasized the significance of inspiring future generations and closing the gap between collegiate success and professional opportunities in the sport.
Women’s sports are currently experiencing unprecedented growth, with franchise valuations rising and media rights and sponsorships increasing in value. Leagues across men’s professional sports are beginning to recognize their role in helping amplify female athletics, opening the door to new audiences and partnerships.
At the collegiate level, softball has long drawn passionate viewership. The 2024 NCAA Division I Women’s College World Series drew more than two million viewers during its finals, showcasing the sport’s strong fanbase and growth potential.
The return of softball to the Olympics in 2028 further positions the AUSL for global visibility and long-term momentum. For MLB, this partnership isn’t just about investment; it’s about expanding the game’s reach, promoting inclusivity, and shaping the future of sports for the next generation of athletes.