Athletes Unlimited

What Athletes Unlimited does

Athletes Unlimited is a New York-based network of three professional women's sports leagues—AU Pro Basketball, AU Pro Volleyball Championship, and the Athletes Unlimited Softball League (AUSL)—founded on March 3, 2020 and structured as a Public Benefit Corporation. The company operates a differentiated player-centric model in which elite women athletes compete in an innovative format featuring weekly captain drafts, leaderboard-based individual and team scoring, and athlete profit-sharing programs governed through Player Executive Committees. AU Pro Basketball fields 40 players during the WNBA offseason competing for a $500,000 prize pool; AUSL Softball launched in 2025 with four city-based franchises and complements its team format with a 60-athlete All-Star Cup; and volleyball operates at venues in Nebraska and Wisconsin.

The underlying technology is primarily operational rather than software-platform oriented: proprietary league formats with embedded governance and profit-sharing mechanics in league bylaws, a points-based scoring system across sports, and distribution through ESPN (national broadcast), the WNBA App (global streaming), regional TVSEN networks in Tennessee, and international pay TV partners including Disney+ in multiple markets. The organization monetizes through a diversified revenue model including corporate sponsorship deals with Gatorade, Adidas, EY, Dick's Sporting Goods, Mizuno, Topps, Rawlings, Sephora, and others; direct ticket sales at venue partners; merchandise e-commerce; and broadcast/streaming media rights. The company also operates community-facing programs including Impact Weeks, Athlete Causes (over $3M donated to 250+ nonprofits), the Women's Sports Bar Alliance, and accessibility partnerships with ReBokeh and KultureCity.

Athletes Unlimited serves three primary customer segments: elite women athletes seeking domestic professional playing opportunities with governance voice and profit participation; women's sports fans and families consuming content via ESPN, streaming apps, and live events at venues including Nashville Municipal Auditorium, Liberty First Credit Union Arena, and Veterans Memorial Coliseum; and corporate brand sponsors targeting the rapidly growing women's sports audience. The company has raised approximately $53M total, including a $30M round led by Schusterman Family Investments in 2022, with strategic investments from MLB in AUSL and league-wide partnerships with Adidas. Athletes Unlimited is the first U.S.-based professional sports league to achieve carbon neutrality and has 51-100 employees.

Name

Athletes Unlimited

Legal name

Athletes Unlimited

Website

https://auprosports.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Athletes Unlimited operates a network of three professional women's sports leagues—basketball, volleyball, and softball—founded in 2020 as a Public Benefit Corporation. It serves elite women athletes through an innovative player-centric format with profit-sharing and governance voice, while monetizing via corporate sponsorships, ESPN broadcast rights, ticketed live events, and merchandise.

Ownership category

akta.pro rank

Product category

Professional Women's Sports Leagues

NAICS

Spectator Sports (71121), Sports Teams and Clubs (711211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

Keywords

• Professional women's sports
• Women's basketball league
• Women's volleyball league
• Women's softball league
• Sports league operations

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Direct ticket sales for basketball games at Nashville Municipal Auditorium and volleyball games at Liberty First Credit Union Arena and Veterans Memorial Coliseum. Season runs February-March for basketball with 24 games per season.
2. Sponsorship and Marketing Partnerships: Corporate sponsorship deals with official partners including Gatorade, Adidas, EY, Dick's Sporting Goods, Mizuno, Topps, Franklin, Rawlings, Sephora, Rebel Girls, CON-CRET, and Sequel. Multi-year partnership agreements with branded activations, signage, and athlete endorsements.
3. Broadcast and Media Rights: Multi-year distribution deal with ESPN for broadcasting all 24 basketball games nationally. Games also available on WNBA App and regionally on Tennessee Valley Sports & Entertainment Network across Nashville, Memphis, Knoxville, and Chattanooga markets. International distribution through Disney+ (Australia, Canada, Caribbean, Latin America, New Zealand), TSN+ (Canada), and various international pay TV networks.
4. Merchandise Sales: E-commerce sales through shop.auprosports.com including team merchandise (Gold Rush, Glow, Rhythm, Eclipse), apparel, accessories, and collectibles.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Athletes Unlimited operates a network of three professional women's sports leagues — AU Pro Basketball, AU Pro Volleyball Championship, and the Athletes Unlimited Softball League (AUSL). The leagues use an innovative player-centric format featuring weekly captain drafts, leaderboard-based individual and team scoring, athlete governance through Player Executive Committees, and profit-sharing programs where athletes receive cash bonuses and equity participation.

Product overview

Athletes Unlimited operates a network of three professional women's sports leagues — AU Pro Basketball, AU Pro Volleyball Championship, and the Athletes Unlimited Softball League (AUSL) — built around a player-centric model where athletes have unprecedented voice in governance, league operations, and company decisions through profit-sharing programs. AU Pro Basketball is a 5v5 women's professional basketball league featuring 40 elite players competing during the WNBA offseason for a $500,000 prize, with an innovative weekly draft system and scoring format. AU Pro Volleyball Championship features elite volleyball athletes in a 5v5 format at venues in Nebraska and Wisconsin. AUSL is a professional women's softball league launched in 2025 with four city-based franchises, complemented by the AUSL All-Star Cup. Supporting these core leagues are brand campaigns like I AM UNLIMITED, the Champions Collection art initiative, and Civic Leadership programs. The organization is structured as a Public Benefit Corporation and was the first U.S.-based professional sports league to become carbon neutral.

Differentiator

Problem solved

Functional benefit

Brands

• Gold Rush: AU Pro Basketball team - gold team representing power, prestige, and pursuit
• Glow
• Rhythm
• Eclipse
• I Am Unlimited
• Power In My Voice
• Civic Leadership Award
• Champions Collection

Products and services

• AU Pro Basketball A women's professional basketball league featuring 40 elite players competing in a 5v5 format with innovative weekly captain drafts and a leaderboard-based individual and team scoring system. The league runs during the WNBA offseason at Nashville Municipal Auditorium, offering $500,000 in prize money, and is designed for elite women's basketball players seeking year-round domestic playing opportunities.
• AU Pro Volleyball Championship A women's professional volleyball league featuring elite athletes competing in a 5v5 format at indoor arena venues in Nebraska and Wisconsin. The league uses Athletes Unlimited's innovative scoring format and provides domestic playing opportunities for top volleyball athletes.
• Athletes Unlimited Softball League (AUSL) A professional women's softball league launched in 2025 with four city-based franchise teams playing in a traditional format. The league transitioned from a touring model to permanent city-based franchises following its inaugural 2025 season and operates with strategic investment from Major League Baseball.
• AUSL All-Star Cup A four-week season event featuring 60 athletes competing in Athletes Unlimited's innovative individual-format scoring system. Complements the AUSL's traditional team-based franchise structure.

Quantifiable outcome

• Over $3 million donated to 250+ non-profits through Athlete Causes program
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

17 partnerships are on record, tiered core and supporting.

• AdidascoreGTM or Marketing Partner · 2 March 2026Multi-year partnership making Adidas the Official Marketing Partner and exclusive on-field apparel and footwear provider for the Athletes Unlimited Softball League starting 2026 season (June 9). Adidas reinforcing its 'pipeline' strategy in softball through this league-wide agreement, building on existing partnerships with Little League Softball and top university athletes.
• Sabertooth Sports & Entertainment (SS&E)supportingChannel Partner/ Reseller/ Distributor · 28 January 2026Partnership supporting AU Pro Basketball's 2026 season in Nashville where SS&E assists with ticket and sponsorship sales operations. SS&E is a division of Predators Holdings bringing sports business expertise to league operations.
• Major League Baseball (MLB)coreStrategic or Co-development Partner · 1 January 2025Historic strategic investment in the Athletes Unlimited Softball League (AUSL) focused on establishing and growing the professional women's softball league. MLB's investment validates the league's growth potential and provides strategic support for expansion.
• GatoradecoreGTM or Marketing PartnerOfficial Hydration Partner since 2021, anchoring the league's commitment to athlete performance. Partnership includes collaboration with Gatorade Sports Science Institute (GSSI) for personalized sweat testing across different leagues.
• ESPNcoreGTM or Marketing PartnerMulti-year distribution deal broadcasting all 24 AU Pro Basketball games nationally on ESPN and ESPN App. Partnership provides significant media visibility and establishes AU as major content provider for women's sports.
• EYsupportingGTM or Marketing PartnerOfficial partner of AU Pro Basketball celebrating achievements of women in business and sports, highlighting growing presence of women's basketball in Nashville. EY dedicated to empowering AU athletes to build successful long-term careers both during and after their time in the league.
• SequelsupportingGTM or Marketing PartnerPartners with Athletes Unlimited to champion women's health and innovation in professional sports. Sequel provides high-performance menstrual products specifically designed for athletes to compete comfortably. Partnership promotes open conversations and breaks down stigmas around women's health.
• Dick's Sporting GoodssupportingGTM or Marketing PartnerOfficial Partner of Athletes Unlimited providing sporting goods and equipment support for leagues and athletes.
• MizunosupportingGTM or Marketing PartnerOfficial Partner providing athletic apparel and equipment for Athletes Unlimited leagues.
• ToppssupportingGTM or Marketing PartnerOfficial Partner providing trading cards and collectibles featuring Athletes Unlimited athletes.
• RawlingssupportingGTM or Marketing PartnerOfficial Partner providing baseball and softball equipment for the AUSL Softball League.
• SephorasupportingGTM or Marketing PartnerOfficial Partner bringing beauty and wellness brand partnership to Athletes Unlimited athlete experience.
• Rebel GirlssupportingGTM or Marketing PartnerOfficial Partner providing educational content and empowerment resources for young athletes.
• ReBokehsupportingTechnology or IntegrationWorld-first pro sports accessibility relationship providing visual experience enhancement for fans. ReBokeh uses smartphone as video enhancer allowing users to adjust contrast and zoom for clearer view of action. Available free through app download at All About AU Hub.
• KultureCitysupportingGTM or Marketing PartnerPartnership providing sensory accommodations for guests with sensory needs. Sensory bags containing KCVIP badges, fidget tools, noise-cancelling headphones available for checkout at events.
• Leveling the Playing FieldsupportingGTM or Marketing PartnerNonprofit partnership collecting and redistributing new and gently used sports equipment to expand access and equity within youth sports in under-resourced communities. Donors receive vouchers for 2 complimentary game tickets.
• Women's Sports Bar AlliancesupportingChannel Partner/ Reseller/ DistributorNational network of women-focused sports bars where fans gather to watch AU games together. Creates grassroots fan engagement and community viewing experiences across the network.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Unrivaled: Player-owned 3v3 women's professional basketball league that launched with comparable athlete-equity and profit-sharing economics, directly competing with AU for the WNBA offseason talent pool.
• League One Volleyball (LOVB): Professional women's volleyball league operating a club-based developmental model with elite professional tier; competes with AU Pro Volleyball for the same elite volleyball athlete pool and sponsors.
• Professional Women's Hockey League (PWHL): North American professional women's hockey league with a similar athlete-centric growth narrative, comparable sponsorship and broadcast build-out, and overlapping investor base in women's pro sports.
• Premier Lacrosse League: Professional lacrosse league with an innovative tour-based format and athlete-friendly economics; comparable in format experimentation, though it operates in men's lacrosse where AU previously competed in women's.

Broad incumbents

• Women's National Basketball Association (WNBA): Established women's professional basketball league and the primary ecosystem in which AU's basketball athletes compete; AU functions as a domestic offseason complement and alternative.
• National Women's Soccer League (NWSL): Established top-tier women's professional sports league that has demonstrated the trajectory of women's pro sports sponsorship, media rights, and franchise economics AU aspires to in softball and basketball.

Emerging players

• BIG3: Innovative professional basketball league featuring a novel format with team captains and competitive formats; comparable in format innovation and league-building approach, though men's-focused.
• Overtime: Sports media and league operator targeting younger audiences with basketball, football, and women's basketball programs (Overtime Select); overlapping women's basketball talent development pipeline and youth-fan audience.
• TGL (TMRW Golf League): Newly launched tech-enabled team golf league backed by Tiger Woods and Rory McIlroy; comparable as a next-generation professional sports league with innovative format, premium broadcast (ESPN), and athlete-investor alignment.

Others

• Athletes First: Major NFL player representation agency that has expanded into broader athlete representation; adjacent as a competitor for athlete relationships and an indicator of athlete-representation business models.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AUProSports
• YouTubeyoutube.com/@AUProSports
• Instagraminstagram.com/auprosports
• TikToktiktok.com/@auprosports

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Athletes Unlimited