MLB to invest in women's softball league

The MLB is going to invest in an upcoming women’s softball league in the wake of a rise in the prominence of women’s sports in the U.S.

According to an article on the MLB’s website about its backing of the Athletes Unlimited Softball League (AUSL), a strategic investment into the AUSL by the MLB was unveiled Thursday. The baseball league also said joint sales and marketing efforts, as well as widespread promotional support and MLB Network and MLB.com broadcasts, are set to be featured in the investment.

“During this extraordinarily exciting time for women’s sports, we want softball to thrive. MLB is committed to help build a sustainable and impactful league that drives fandom, serves the softball community and benefits all female athletes,” MLB Commissioner Rob Manfred said via a statement in the article.

Women’s sports in the U.S. have seen increased attention in recent years, with figures like soccer star Megan Rapinoe and basketball icon Caitlin Clark becoming household names. 

More viewers tuned into the women’s NCAA Division I basketball championship in 2024 versus the men’s, the first time in history the women’s game received more viewers, according to The Associated Press. In 2019, Women’s World Cup final viewership in the U.S. was more than 20 percent higher than the men’s a year prior, per Fox Sports.

According to an article on the AUSL’s website, next week marks the launch of the league. Amid its first season, it is set to feature four teams with 24 games per team.