MLB investment in AUSL signals a new era in relations between men’s and women’s sports

The GIST: Yesterday, MLB announced a sizable strategic investment in Athletes Unlimited Softball League (AUSL), which hits off its inaugural season next week. It’s a major move to see MLB backing AUSL off the bat and represents a shift in how established men’s sports leagues are approaching startup women’s leagues.

• Unlike previous models, women’s leagues that launched independently are now benefitting from an influx of investment from men’s leagues, which is producing a different outcome than when men’s leagues treated sister leagues as ancillary. Hitting it out of the park.

The details: While financial details weren’t announced, the investment is believed to be at least $10M. It marks MLB’s biggest fiscal commitment to softball and is effectively a replacement for MLB’s own proposed softball league. The league will also support AUSL’s sales, marketing, events, digital reach, and content, and AUSL stars will feature in MLB’s All-Star Game and on MLB Network.

The history: The WNBA and WSL were both launched by corresponding men’s leagues and experience a Catch-22 when it comes to financial support. While the investment from men’s leagues made these leagues possible, there are also countless examples of a lack of belief and investment holding women’s teams back.

The present: However, things are rapidly changing in today’s landscape. Rather than being considered a “burden,” women’s leagues are starting to be perceived as lucrative enterprises that men’s leagues want to invest in. And while the NHL hasn’t officially invested in the PWHL, the league has leant on the NHL’s expertise in logistics, operations, scheduling, and marketing.

• And in the football space, the NFL has seen several women’s tackle football leagues come and go, but is finally investing big in women’s flag. Individual teams have invested thousands in building a youth pipeline, while the league itself is already fielding bids for professional teams ahead of LA28.

The takeaway: Men’s sports leagues may be late to the game, but many are starting to invest in the women’s side. While there have been previous pro softball leagues, AUSL is the first to stand on such solid footing after years of planning, which likely encouraged MLB to finally get in the game.

• For example, AUSL has already inked several brand partnerships and boasts former MLB general manager Kim Ng as commissioner. No curveballs here.