MLB is acquiring a 20% equity stake in the Athletes Unlimited Softball League, marking a significant investment in women's professional sports. This move aligns with the growing revenue in women's sports, exceeding $1 billion annually. The AUSL, which is preparing for its inaugural season with four teams, seeks to expand its footprint, and MLB's involvement aims to bolster marketing and content distribution. The collaboration reflects a commitment to creating more opportunities for women in sports and could lay the groundwork for long-term sustainability in professional women's softball.
"It's a watershed moment for pro women's softball, pro women's sports," Athletes Unlimited CEO Jon Patricof told ESPN. "This is a financial investment but also about a number of things that money can't buy."
"We want this to be not good but great. We want to create more opportunities for young women. Now they have something to strive for that's going to be around," said MLB's chief baseball development officer, Tony Reagins.
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