MLB takes bold step into women’s sports with Athletes Unlimited Softball stake

MLB is going big by investing in the Athletes Unlimited Softball League (AUSL), a new women's professional softball league that launches its first season on June 7, 2025. This is MLB's first major investment in a women's professional sports league and will bring financial and promotional support to women's softball as the sport is blowing up.

MLB partners with AUSL to boost women's softball

MLB announced on May 29, 2025, that it's buying over 20% of the Athletes Unlimited Softball League, giving a major boost to the new league that's set to start with four teams playing 24 games each in 12 cities across the country. That multimillion-dollar deal will go towards funding things such as running the league and promoting it to more fans.

Marketing the product and airing the games will be a joint effort of MLB, including the first game at 7:00 PM ET on June 7, 2025, aired on MLB Network and MLB.tv.

ESPN's acquisition of the rights to broadcast all 72 games will ensure fans never have to worry about finding a channel to watch on.Also Read: Why the Los Angeles Angels' offence continues to struggle after loss to the New York YankeesThis is a big deal because it's rare for a major men's sports league like MLB to invest so much in a women's league after it's created, unlike the NBA, which started the WNBA. The AUSL, run by Athletes Unlimited, which also has women's basketball and volleyball leagues, wants to make softball a sport that lasts for years.

MLB's support will help get more people excited about the league by showing games and players at big events like the MLB All-Star Game and playoffs.

Kim Ng's leadership and softball's growing popularity

The AUSL is off to a strong start with Kim Ng as its new commissioner, hired in April 2025 to lead the league. Ng, who previously operated the Miami Marlins baseball organization and played on the collegiate level in softball has a wealth of experience and passion for the game.

Meanwhile, famous softball icons Jennie Finch, Cat Osterman and Jessica Mendoza, and some of the best players in the game – Lexi Kilfoyl and Megan Faraimo, who will be playing in the league following the drafts in January 2025 and May 2025.Women's sports are becoming super popular, with over $1 billion in revenue each year, and softball is a big part of that. The 2024 Women's College World Series drew over 2 million viewers, representing a 24% increase from the previous year, underscoring the growing popularity of softball. With softball coming back to the Olympics in 2028, the AUSL plans to grow even more, moving to a city-based league in 2026 with six teams.

MLB's help will make sure more fans see the games and young girls have a pro league to dream about joining.