Major League Baseball (MLB) is making a significant investment in Athletes Unlimited, marking its inaugural comprehensive partnership with a professional women's sports league. The investment aims to enhance operational costs and visibility for the upcoming Athletes Unlimited Softball League (AUSL), which will start next month. MLB will assist in various areas including marketing, content creation, and event promotion during major MLB events. This collaboration reflects a growing commitment to women's sports, with the AUSL planning a future city-based league in 2026 as part of its expansion.
This is something we're really excited about. We studied the space hard. We think it's a real opportunity and we're excited to be involved.
This is really something that is going to be sustainable and people can be professional softball players and that is all they do.
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