Major League Baseball (MLB) is stepping up to support women’s sports by investing in Athletes Unlimited (AU) as it prepares to launch its new softball league next month. This partnership marks MLB’s first commitment to a professional women’s sports organization.
MLB has announced a strategic investment in AU’s softball league, although the exact amount has not been disclosed. The goal is to provide operational support and help enhance visibility for the league. MLB plans to offer assistance in various areas, including marketing, content creation, and events, ensuring the league receives the attention it deserves.
A significant part of this support will feature promotion during MLB’s All-Star Game and throughout the postseason, with broadcast opportunities on the MLB Network and streaming options on MLB.TV.
MLB Commissioner Rob Manfred expressed excitement about this new venture, noting that extensive research led to the decision to invest in the AU league rather than launching a separate league from scratch.
Since its inception in 2020, Athletes Unlimited has brought a fresh approach to softball, focusing on individual performance alongside team success. The league will kick off its season on June 7, with teams competing in various cities. The season will culminate with a championship series in Tuscaloosa, Alabama, followed by an All-Star Cup in August.
Looking to the future, AU plans to expand further, establishing a traditional city-based league with six teams by 2026.
Notably, Sis Bates, an infielder for the U.S. national team, highlighted that this partnership would allow talented athletes to pursue softball as a full-time career—a significant milestone for the sport.
Manfred mentioned that MLB had previously considered starting its softball league but ultimately found that partnering with AU presented a more promising opportunity for growth.
As part of this initiative, Kim Ng, a former Miami Marlins executive, has joined AU as an adviser and was appointed as the league’s commissioner in April. Her expertise will help further enhance the league’s potential.
MLB’s involvement is expected to introduce advanced analytics, paralleling its techniques in baseball, which could further professionalize the game of softball.
With the increasing popularity of women’s sports, as seen with the WNBA and women’s soccer, MLB recognizes the chance to play a vital role in promoting women’s softball. The commitment extends beyond just financial investment; it involves leveraging MLB’s resources and influence to raise awareness for the AU league.
Athletes Unlimited has faced challenges in the past but hopes to create a stable and lasting league with guidance from renowned softball legends like Cat Osterman and Jennie Finch.
The MLB continues to support various women’s initiatives, including partnerships with USA Softball. While they are not directly involved with the upcoming Women’s Professional Baseball League set to launch in 2026, they remain optimistic about the future of women’s baseball.
Looking ahead, Manfred envisions a flourishing AUSL that leads to expanded opportunities in the international arena.
This collaboration signifies a pivotal moment for softball, attracting attention from those previously less engaged with the sport. Both MLB and AU are working together to foster excitement and bring new fans to professional softball.
