Major League Baseball (MLB) has taken a significant step in promoting softball by investing in the Athletes Unlimited Softball League (AUSL), which is set to launch its inaugural season next week. While the precise financial details of the investment remain undisclosed, sources indicate it is an “eight-figure” commitment, amounting to at least $10 million. This marks the largest financial contribution by MLB directed specifically towards softball.
MLB plans to collaborate extensively with AUSL on various aspects such as marketing, events, and digital content. AUSL players are expected to play a prominent role in MLB events, including the All-Star Game and the postseason. Select AUSL games are slated to be broadcast on MLB Network and MLB.TV, with funding aimed at supporting the league’s operational costs and strategic growth.
Commissioner Rob Manfred noted that this investment underscores MLB’s trust in both the AUSL’s vision and its talent, alongside acknowledging Kim Ng’s leadership. Ng, who was formerly an advisor to AUSL, recently became the league’s commissioner. She made history as the first woman to serve as general manager of a major men’s North American franchise, leading the Miami Marlins from 2020 to 2023 and spending over three decades in the MLB.
MLB’s commitment to softball extends beyond this investment; the league has been a longstanding supporter of USA Softball, the Women’s National Team, and other youth programs. Notable softball figures, such as Jennie Finch and Natasha Watley, serve as global ambassadors for the sport.
AUSL was established in 2020 and is part of a larger initiative that includes professional women’s basketball and volleyball leagues. The league has organized softball events for the last five years, where competitors earn points towards individual titles. The upcoming AUSL season will feature four teams competing in 24 games beginning on June 7, 2025, culminating in the AUSL All-Star Cup in August.
This bold investment from MLB demonstrates a collective commitment to growing women’s sports and enhancing visibility for female athletes.