MLB Invests in Women's Sports with AUSL Partnership

Major League Baseball (MLB) has announced a significant investment in the Athletes Unlimited Softball League (AUSL), marking its first substantial financial involvement in a women's professional sports league. The AUSL is set to launch on June 7, 2025, featuring a four-team, 24-game season touring 12 cities. MLB's partnership will provide the league with media exposure through MLB Network and MLB.TV, and integrate AUSL athletes into major MLB events like the All-Star Game. Former Miami Marlins General Manager Kim Ng has been appointed as the AUSL commissioner. This collaboration aims to elevate women's softball, especially as the sport returns to the Olympics at the LA28 Games.

The AUSL is a professional women's softball league established by Athletes Unlimited, an organization launched in 2020 to promote female athletes across various sports. The league's inaugural season in 2025 will feature four teams—Bandits, Blaze, Talons, and Volts—each playing a 24-game schedule across 12 cities. The season will commence on June 7, 2025, with games in Chicago and Wichita. Notably, 13 of the 15 players on the U.S. national team roster are represented in the AUSL, highlighting the league's commitment to showcasing top-tier talent.

Kim Ng, a trailblazing executive with over three decades of experience in Major League Baseball, has been appointed as the commissioner of the AUSL. Ng made history in 2020 as the first woman to serve as a general manager in the four major North American professional sports leagues when she was hired by the Miami Marlins. Under her leadership, the Marlins reached the playoffs in 2023, marking their first full-season postseason appearance in 20 years. Ng's extensive background includes roles with the Chicago White Sox, New York Yankees, Los Angeles Dodgers, and as MLB's senior vice president of baseball operations.

MLB's investment in the AUSL signifies a pivotal moment for women's professional sports, reflecting a broader trend of increased support and visibility. This partnership not only provides financial backing but also leverages MLB's extensive media platforms to promote women's softball. The inclusion of AUSL athletes in MLB events like the All-Star Game fosters greater integration and recognition of female athletes in traditionally male-dominated sports arenas. This move aligns with the growing momentum in women's sports across North America, as seen in the rising popularity and financial backing of leagues like the WNBA and NWSL.

While the financial details of MLB's investment have not been disclosed, the partnership is expected to provide significant media exposure for the AUSL. Select games will air on MLB Network and MLB.TV, offering a substantial platform for the league's inaugural season. Additionally, AUSL athletes will be featured in major MLB events, including the annual All-Star Game, further integrating women's softball into mainstream sports media.

This collaboration marks MLB's first significant financial investment in a women's professional sports league, setting a precedent for future partnerships. The AUSL's establishment comes at a time when women's sports are experiencing increased investment and popularity. The league's touring model in its inaugural season, with plans to transition to a city-based format in 2026, reflects a strategic approach to building a sustainable professional softball league. The return of softball to the Olympics at the LA28 Games adds further momentum to the sport's growth and visibility.

MLB's historic investment in the AUSL marks a significant step toward gender equality in professional sports. With the leadership of Kim Ng and the support of MLB, the AUSL is poised to elevate women's softball to new heights, inspiring future generations of female athletes.