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MLB Backs Athletes Unlimited Softball with Eight-Figure Investment

Tapping MLB’s media reach, the partnership aims to elevate professional softball ahead of the league’s launch next month.

Athletes Unlimited Softball League players Montana Fouts, Odicci Alexander, Sis Bates, Skylar Wallace, Amanda Lorenz, Aliyah Andrews, Maya Brady and Aleshia Ocasio.
GREENVILLE, NORTH CAROLINA - AUGUST 07:  Team Kilfoil and Team McQuillin starters stand for the national anthem with Little League World Series players during an Athletes Unlimited Pro game at Max R. Joyner Family Stadium on August 07, 2024 in Greenville, North Carolina. (Photo by Grant Halverson/Getty Images)
Taylor Edwards takes her at-bat during an Athletes Unlimited Pro game at Max R. Joyner Family Stadium in an August 2024 game. Edwards is among the players who will be taking part in the Athletes Unlimited Softball League's inaugural season this year.
Jul 13, 2024; Arlington, TX, USA; USA softball Olympian Jennie Finch (27) of the American League looks on as she pitches against the National League during the 2024 All Star Celebrity Softball Game at Globe Life Field. Mandatory Credit: Jerome Miron-USA TODAY Sports/File Photo

Overview

  • MLB’s investment—reported at eight figures—marks its first comprehensive partnership with a women’s professional sports league.
  • Funding will underwrite AUSL’s operational costs and growth initiatives in support of four teams preparing for a 24-game season launching June 7.
  • MLB will integrate AUSL into its marketing and events, broadcasting select games on MLB Network and MLB.TV and featuring players in All-Star and postseason activities.
  • Kim Ng, the league’s commissioner since April, will lead the AUSL alongside advisors including softball legends Jennie Finch, Cat Osterman, Jessica Mendoza and Natasha Watley.
  • AUSL plans to expand to six city-based teams in 2026 and build momentum ahead of softball’s return at the 2028 Los Angeles Olympics.