Major League Baseball is making a historic move by investing in professional women’s sports, partnering with Athletes Unlimited to support its new softball league, set to debut next month. This marks MLB’s first formal collaboration with a women’s professional sports league.
MLB announced Thursday that it has made a strategic investment of an undisclosed amount in the Athletes Unlimited Softball League (AUSL) to support operational costs and help elevate the league’s visibility. That support will include marketing, content creation, events, distribution, and digital and social media campaigns. AUSL and its athletes will be promoted during MLB’s All-Star Game and postseason, expanding their reach to broader audiences.
“This is something we’re really excited about,” said MLB Commissioner Rob Manfred. “We’ve done our homework, and we believe this is a real opportunity to support the growth of the sport.”
Athletes Unlimited began offering a unique softball format in 2020 that highlighted individual performance. Starting June 7, it will introduce a more traditional team-based league while retaining its individual-style competition for the AUSL All-Star Cup.
Manfred noted the surging interest in women’s sports and said MLB had explored the idea of launching its own softball league. Instead of starting from scratch and competing, he said, the league chose to invest and grow within an already promising structure.
A key figure in the league’s leadership is Kim Ng, former general manager of the Miami Marlins and the first female GM in any of the major U.S. men’s sports leagues. Ng joined the AUSL as an adviser before being named commissioner in April. Her experience includes three World Series rings and leadership roles with the Chicago White Sox, New York Yankees, and Los Angeles Dodgers.
Manfred said her hiring reinforced MLB’s decision: “We’ve had a long-standing relationship with Kim, and her involvement gave us even more confidence in the investment.”
Jon Patricof, co-founder of Athletes Unlimited, emphasized that MLB’s role in increasing AUSL’s visibility is just as important as the financial backing. “They’re committed to truly elevating this league,” he said, noting the ongoing challenge of breaking through and gaining attention in a crowded sports market.
For years, professional women’s softball in the U.S. has struggled with consistency and sustainability. The AUSL hopes to change that, especially with legendary athletes like Cat Osterman, Jennie Finch, Jessica Mendoza, and Natasha Watley serving as advisors.
Opening day for the AUSL will feature two three-game series: the Bandits vs. the Talons in Rosemont, Illinois, and the Blaze vs. the Volts in Wichita, Kansas. This season, the four teams will play 24 games across 12 cities. The top two teams will compete in the AUSL Championship, a best-of-three series scheduled for July 26–28 in Tuscaloosa, Alabama.
Plans are already in motion to expand the league to six city-based teams next season.
MLB’s involvement with AUSL aligns with its broader support for women’s baseball and softball, including partnerships with USA Softball and its development of a girls’ baseball pipeline through MLB Develops. MLB is not involved, however, with the Women’s Professional Baseball League, which is planning a 2026 launch and would be the first professional women’s baseball league since the All-American Girls Professional Baseball League folded in 1954.
Manfred said he is optimistic about AUSL’s future. “We expect this league to grow and become sustainable. It’s a great investment and a partner in expanding diamond sports globally.”
Patricof added that with MLB’s involvement and continued ties to USA Softball, the AUSL is now in a stronger, more stable position. “With MLB formally part of what we’re building, you’re seeing the sport unite behind this league. It’s an exciting moment for everyone who’s worked hard to grow softball.”
