What Athletes Unlimited Softball League does

Athletes Unlimited Softball League (AUSL), headquartered in New York and operated by Athletes Unlimited LLC, is the premier city-based professional women's softball league in the United States. The league launched its inaugural AUSL-branded season in 2025 with four teams and expanded to six teams for the 2026 season — the Carolina Blaze (Durham, NC), Chicago Bandits, Oklahoma City Spark, Portland Cascade, Texas Volts, and Utah Talons — each with a dedicated home market. Commissioner Kim Ng, former Miami Marlins GM and MLB's first female general manager, leads the league; the Athletes Unlimited parent entity was founded by Jon Patricof and Jonathan Soros and operates a distinctive player-centric model in which athletes receive a share of company profits for up to 20 years following their playing careers. The 2026 season features 50 games broadcast on ESPN with the championship on ABC, plus coverage on CBS Sports Network, MLB Network, and MLB.TV, and streaming via GameChanger.

The league's core product is the AUSL Regular Season (approximately 25 games per team in under two months, structured as a sprint-style competition), complemented by the AUSL All-Star Cup, a shortened fan-voted showcase. The AUSL operates without proprietary technology platforms — distribution runs through the league website, Ticketmaster (ticketing), shop.auprosports.com (merchandise), and GameChanger (streaming), with broadcast distribution via standard sports network agreements. The talent pipeline is anchored by the Golden Ticket program and the AUSL College Draft, which selected 17 players for 2026; player compensation includes up to $75,000 annually for rookies plus bonuses and subsidized living amenities.

AUSL generates revenue across four streams: sponsorship and partnership deals with brands including Franklin Sports (exclusive batting and sliding gloves through 2030), Sephora (exclusive beauty partner), Rawlings, Easton, and MiraLAX; media rights from ESPN, ABC, CBS Sports Network, MLB Network, and MLB.TV; ticket sales (single games, series passes starting at $54, group packages starting at $15, video board messages at $30); and direct-to-consumer e-commerce merchandise. MLB holds a strategic equity stake following a 2025 $10 million investment, and a follow-on round led by Mark Attanasio and Nolan Ryan in June 2026 valued the league at $110 million post-money. The league is private (privately held LLC, no public ticker) and operates seasonally, with active 2026 operations across Southeast, Midwest, Southwest, Pacific Northwest, and Mountain West markets.

Name

Athletes Unlimited Softball League

Legal name

Athletes Unlimited LLC

Website

https://theausl.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

11–50 employees

Short description

Athletes Unlimited Softball League (AUSL) is a women's professional softball league operating six city-based teams across the United States. The league serves fans, elite college softball players transitioning to professional careers, and brand partners, with 50 games broadcast on ESPN and an ABC championship.

Ownership category

akta.pro rank

Product category

Professional Sports League

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Baseball & Softball Leagues (MPAKAAAC)

akta.pro secondary industry

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

Keywords

• Professional softball league
• Women's sports league
• Sports broadcasting
• Athlete equity model
• Sports sponsorship

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sponsorship and Partnership Revenue: Multi-year sponsorship deals with brands like Franklin Sports (exclusive batting glove/sliding glove provider through 2030), Sephora (exclusive beauty partner), MiraLAX (official partner), Rawlings (official bat/glove/base), Easton (official bat), and others. Partners receive branding rights, custom product creation, and content collaboration.
2. Ticket Sales: Direct ticket sales to fans for regular season games and special events. Single game tickets, series passes, and group ticket packages available. Special events like the AUSL Signature Series at Durham Bulls Athletic Park offer premium ticket pricing.
3. Merchandise Sales: E-commerce merchandise sales through the official AUSL shop including team apparel, pride hoodies, crewnecks, and player-specific merchandise.
4. Broadcast and Media Rights: The league generates revenue through broadcast agreements with ESPN, CBS Sports Network, MLB Network, and ABC. The 2026 season features 50 games on ESPN with the championship broadcast on ABC.
5. MLB Investment and Strategic Funding: MLB made a strategic equity investment in the AUSL including a $10 million donation. Additional investment groups led by Mark Attanasio and Nolan Ryan provide capital for league growth and expansion.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Athletes Unlimited Softball League operates a city-based professional women's softball league in the United States with six teams (Bandits, Blaze, Cascade, Spark, Talons, Volts) competing across dedicated home markets in a regular season culminating in the AUSL Championship. The league broadcasts 50 games on ESPN with the championship on ABC, and uses a distinctive player-centric model in which athletes receive equity participation. It complements the regular season with the AUSL All-Star Cup, a fan-voted shortened season format.

Product overview

The Athletes Unlimited Softball League (AUSL) is a city-based professional women's softball league that operates as the premier professional women's softball league in the United States. The league's core offering is the AUSL Regular Season, featuring six teams (Carolina Blaze, Texas Volts, Utah Talons, Chicago Bandits, Portland Cascade, and Oklahoma City Spark) competing in dedicated home markets, with games broadcast on ESPN, CBS Sports Network, and MLB Network, culminating in the AUSL Championship. The league is complemented by the AUSL All-Star Cup, a shortened season format that utilizes Athletes Unlimited's innovative competitive structure where fans vote for players to participate.

Differentiator

Problem solved

Functional benefit

Products and services

• AUSL Regular Season The main competitive season featuring six city-based professional women's softball teams (Bandits, Blaze, Cascade, Oklahoma City Spark, Talons, Volts) playing approximately 25 games per team in dedicated home markets, culminating in the AUSL Championship.
• AUSL Championship The season-ending championship event of the AUSL Regular Season, broadcast nationally on ABC.
• AUSL All-Star Cup A shortened season format in which professional softball players compete using Athletes Unlimited's innovative format with fan voting for player participation.
• Game Tickets and Series Passes Single game tickets, series passes, and group ticket packages (minimum 10) sold directly to fans via theausl.com and Ticketmaster.
• Shop AUSL Merchandise Official e-commerce store selling team apparel, pride hoodies, crewnecks, and player-specific AUSL branded merchandise.
• AUSL Signature Series A premium multi-game event package hosted at high-profile venues (such as Durham Bulls Athletic Park) offering enhanced ticketing packages to fans.

Quantifiable outcome

• 12 UCLA alumni competing across six teams demonstrates strong college talent pipeline
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Franklin SportscoreGTM or Marketing Partner · 10 June 2026Multi-year partnership through 2030 making Franklin Sports the official exclusive batting glove and sliding glove provider for all six AUSL teams. Franklin Sports will provide custom batting gloves for each team and create exclusive gloves for the AUSL All-Star Cup in August, while supporting athletes through collaborations and social content initiatives.
• SephoracoreGTM or Marketing Partner · 1 January 2025Exclusive Beauty Partner of AUSL. Sephora surprise AUSL players with Times Square billboard featuring their 'game face,' conducted player appearances at espnW summit, MLB Network interviews, and first pitch at Yankees game.
• RawlingscoreGTM or Marketing PartnerOfficial Bat, Glove, & Base of the AUSL. Rawlings provides official equipment for games and operates a custom fastpitch glove program allowing fans to design custom gloves.
• EastoncoreGTM or Marketing PartnerOfficial Bat of the AUSL. Easton provides bats for league play and operates a ghost franchise program for bat purchases.
• MiraLAXminorGTM or Marketing PartnerOfficial partner for the AUSL season, supporting player wellness with the MiraLAX #2 Moment promotion and related fan engagement content.
• Durham Sports CommissionminorGTM or Marketing PartnerLocal sports tourism organization supporting the Carolina Blaze and AUSL events in Durham, North Carolina.
• Durham Bulls Athletic ParkminorChannel Partner/ Reseller/ DistributorPremium venue hosting the AUSL Signature Series featuring Carolina Blaze vs Utah Talons from June 25-27. Provides high-profile venue for special league events.
• Women's Sports Bar Alliance MembersminorChannel Partner/ Reseller/ DistributorNetwork of partner bars and restaurants (E.O.'s Athletic Club, Tobacco Road Sports Café, Bull McCabe's Irish Pub, Clouds Brewing, etc.) hosting official Carolina Blaze viewing parties across Durham, Raleigh, and Cary, NC.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Athletes Unlimited Volleyball: Sister league under Athletes Unlimited LLC, sharing the same operator, commissioner (Kim Ng), and player-equity model. Operates a women's professional volleyball property using the same Athletes Unlimited framework, making it the closest operational peer to AUSL.
• Athletes Unlimited Lacrosse: Another Athletes Unlimited LLC sister league applying the same player-shareholder model to women's lacrosse. Shares corporate leadership, sponsorship structure, and broadcast approach with AUSL, providing direct comparability on league economics.
• National Pro Fastpitch (NPF): Predecessor professional women's softball league in the US (operated 2004-2019) that featured teams including the Chicago Bandits (now part of AUSL). Most direct historical peer, useful for benchmarking AUSL's revenue model and sustainability versus prior softball properties.

Broad incumbents

• WNBA: The flagship US women's professional sports league, with longer season, established broadcast deals (ESPN), and stronger sponsorship economics. Comparable as a women's pro league competing for the same sponsor and fan attention pool, though at vastly larger scale.
• National Women's Soccer League (NWSL): Established US women's professional soccer league with city-based franchises, ESPN broadcast deal, and growing sponsorship momentum. Comparable city-based women's pro sports structure and direct competitor for women's sports sponsor inventory and media attention.
• Premier Lacrosse League (PLL): Established men's professional lacrosse league with ESPN broadcast partnership and city-based tour model. Useful comparator on league economics, broadcast-driven growth, and the men's-vs-women's sports sponsorship dynamics facing AUSL.

Emerging players

• Professional Women's Hockey League (PWHL): Newly launched (2024) North American women's professional hockey league with city-based teams, investor-backed structure, and broadcast partnerships. Comparable as a newer women's pro league pursuing similar brand-building and sponsorship strategy.
• League One Volleyball (LOVB): Emerging US women's professional volleyball league backed by notable investors, with city-based teams and a player-development pipeline. Comparable as a newer women's pro sports league competing in the broader women's sports sponsorship market.
• USL W League: Pre-professional women's soccer league within the United Soccer League ecosystem, providing a developmental bridge to NWSL. Comparable as a women's sports league building a college-to-pro pipeline, though at lower professional tier than AUSL.

Regional players

• Japan Women's Softball League (JD League): Japan's professional women's softball league with corporate-sponsored teams and strong domestic following. Comparable as a softball-specific professional property, though operating in a different geographic and broadcast market than AUSL.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/theAUSLofficial
• YouTubeyoutube.com/@theAUSLofficial
• Instagraminstagram.com/theauslofficial
• LinkedInlinkedin.com/company/oklahoma-city-spark

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds3 records

Investors4 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 Softball League