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May 29, 2025
AUSL: Major League Baseball is taking a stake in the Athletes Unlimited Softball League. The league is just getting started and will soon have four teams playing. They’re also planning to expand in the coming years.
Women’s sports are now making over $1 billion a year. MLB’s involvement adds real weight to the AUSL.
Softball has seen many pro leagues disappear. But this time, it looks like a solid future.
A source says MLB owns more than 20% of the AUSL. They’re not just investing money. They’ll help the league grow.
Marketing and content distribution are part of the plan. It’s a strong move for the league and the sport.
Athletes Unlimited’s CEO and co-founder, Jon Patricof, spoke to ESPN. He said, "This is a huge step forward for women’s pro softball and for women’s sports overall.
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It’s not just a financial investment. It’s also about the things that money can’t touch."
The NBA started the WNBA in 1996 and still holds about 60% of it. But up until now, no major men’s sports league in North America has put real money into its women’s counterpart after it was up and running. That’s finally changing.
Athletes Unlimited owns the AUSL. They already run women’s basketball and volleyball leagues. For the past five years, they’ve also hosted softball games in the Chicago suburbs.
This summer, the AUSL will kick off with four teams. They’ll play in 12 different places. And by 2026, they want to have teams in cities. It’s a big move for the game.
Tony Reagins, who leads MLB's baseball development efforts, shared his thoughts. "We believe this is the right time to step in with a trusted partner," he said. "We’re not aiming for ‘good’ here. We’re aiming for ‘great.’"
He also spoke about giving young women more chances. "This is about creating more opportunities," he explained.
"Now, these athletes have a real goal to chase. They know this league is going to be here to stay."
The AUSL has already teamed up with ESPN to broadcast 33 games this summer.
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The new deal with MLB means games will also air on the MLB Network. That includes one on June 7, which is opening day. Plus, they’ll be shown on MLB.tv.
Jon Patricof said that all 72 games will be on regular TV. AUSL players will also be at MLB’s All-Star Game and the playoffs.
It’s all about getting more people to notice women’s professional softball.
Back in 2002, MLB linked up with National Pro Fastpitch. That league lasted 18 years. It didn’t get much media coverage.
But MLB didn’t put real money behind it like they’re doing now with the AUSL. The AUSL partnership is a much bigger step forward. It shows they’re serious about supporting the game.
Patricof said, "It’s clear they believe in the potential of women’s sports as a business.
They also understand how important it is to back the sport from the ground up.
In the long run, maybe the AUSL will help MLB.
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But right now, the focus is on how MLB can support and grow professional women’s softball."
Talks about the deal began in 2024. That’s when the AUSL got in touch with MLB commissioner Rob Manfred and deputy commissioner for business and media, Noah Garden.
In April 2025, the AUSL brought on Kim Ng as their commissioner. She used to be the general manager for the Miami Marlins. Kim worked closely with Manfred for almost ten years.
Reagins said, "We observed their approach closely. They were very innovative. They weren’t afraid to take risks. And their leadership team showed great strength."
Reagins mentioned that MLB will keep backing programs that encourage girls to play baseball.
But the growing softball audience can’t be ignored.
The Women’s College World Series has seen strong viewership lately. The AUSL is drafting players from this college season.
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They’re also bringing in some of the sport’s biggest stars as advisers. Names like Jennie Finch, Cat Osterman, and ESPN analyst Jessica Mendoza are involved.
The league hopes that combining past legends with current talent will create a brighter future for softball.
Patricof said, “This is only the start. We’ve brought everything together and will kick off on June 7. But it’s still early days for where we want to take the AUSL.”
He added, “We have all the right pieces in place. Now it’s about how we put it all together.
We’ll grow with our partners and the players. We’re aiming to create something truly special — something fans and athletes will be proud of.”
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