Major League Baseball is making its first major foray into women’s professional sports, announcing a “strategic investment” in the Athletes Unlimited Softball League (AUSL), a new women’s pro softball league set to launch on June 7.
This marks MLB’s first significant partnership with a women’s professional league, underscoring the growing momentum and rising visibility of women’s sports across the country. The partnership is aimed at supporting the AUSL’s growth, expanding its reach, and helping build long-term sustainability for professional women’s softball.
Women’s Sports on the Rise
The timing of MLB’s investment reflects the broader surge in popularity of women’s sports. Last year’s NCAA Division I Women’s College World Series finals drew a record 2 million viewers — a 24% increase from the year prior. That growth mirrors broader trends across women’s basketball, soccer, and now softball, as audiences continue to expand and major sports organizations look to tap into that momentum.
A New Era for Professional Softball
The Athletes Unlimited Softball League will officially kick off its inaugural season on June 7, offering a new platform for elite women’s softball players. With MLB’s backing, the AUSL gains not only financial support but also the marketing power and operational expertise of one of the world’s largest professional sports organizations.
For MLB, this partnership is both a business opportunity and a signal of its commitment to helping elevate women’s sports to new heights.
