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Previewing the inaugural best-of-three Athletes Unlimited Softball League championship

Previewing the inaugural best-of-three Athletes Unlimited Softball League championship

Previewing the inaugural best-of-three Athletes Unlimited Softball League championship

One historic inaugural regular season full of groundbreaking deals, record attendance, and truly beautiful partnerships later, the Talons and Bandits will face off in the first-ever Athletes Unlimited Softball League (AUSL) championship series, hosted at famed Rhoads Stadium in Tuscaloosa, Alabama, beginning tomorrow at 3 p.m. ET.

Sephora teams up with AUSL in latest beauty-related women’s sports sponsorship

Sephora teams up with AUSL in latest beauty-related women’s sports sponsorship

Sephora teams up with AUSL in latest beauty-related women’s sports sponsorship

Today, Athletes Unlimited Softball League (AUSL) announced that Sephora will become its exclusive beauty partner and presenting sponsor of its AUSL Championship series, which airs on ESPN this weekend. While Sephora isn’t the first beauty brand to join the women’s game, it’s gaining ground and further cementing its status as the beauty industry’s top dog.

Women’s College World Series reaches winner-take-all Game 3 as AUSL prepares for launch

Women’s College World Series reaches winner-take-all Game 3 as AUSL prepares for launch

Women’s College World Series reaches winner-take-all Game 3 as AUSL prepares for launch

Not done yet. No. 12 seed Texas Tech softball beat No. 6 seed Texas 4–3 in last night’s Women’s College World Series (WCWS) final Game 2, forcing a winner-take-all Game 3 tonight at 8 p.m. ET.

Texas and Texas Tech to meet in Women’s College World Series final

Texas and Texas Tech to meet in Women’s College World Series final

Texas and Texas Tech to meet in Women’s College World Series final

And then there were two. The best-of-three Women’s College World Series (WCWS) championship series begins tonight at 8 p.m. ET, featuring last year’s runner-up, No. 6 seed Texas, vs. No. 12 Texas Tech, fresh off a stunning upset of the sport’s greatest dynasty. Let’s tee it up.

MLB invests in pro softball, Women’s College World Series opens with a bang

MLB invests in pro softball, Women’s College World Series opens with a bang

MLB invests in pro softball, Women’s College World Series opens with a bang

Yesterday was like Christmas for softball fans, starting with the news that MLB will make a strategic investment in the Athletes Unlimited Softball League (AUSL) ahead of their debut season next week, followed by a high-octane opening day of the Women’s College World Series (WCWS). Let’s unpack all the latest.

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

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

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

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.

Previewing the 2025 Women’s College World Series

Previewing the 2025 Women’s College World Series

Previewing the 2025 Women’s College World Series

Merry Women’s College World Series (WCWS) eve to all who celebrate — the eight-team NCAA softball championship tournament begins from hallowed Oklahoma City with tomorrow’s four-game opening slate. Here’s everything you need to know before the first pitch is thrown.

AUSL kicks off a historic softball marketing campaign as ESPN expands its reach

AUSL kicks off a historic softball marketing campaign as ESPN expands its reach

Sports Business

AUSL kicks off a historic softball marketing campaign as ESPN expands its reach

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March 26, 2025

Yesterday, the Athletes Unlimited Softball League (AUSL) officially debuted its "This is Legendary" campaign ad, which the league describes as the largest marketing initiative for pro softball in the U.S. The star-studded spot will air across ESPN networks to promote the new league, which tips off June 7th.

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The GIST of It Podcast

‘ABOLISH ICE’ — A brief history of athlete activism

January 27, 2026

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‘ABOLISH ICE’ — A brief history of athlete activism

‘ABOLISH ICE’ — A brief history of athlete activism

It’s tough to talk sports during times like these.

After the tragedy that occurred in Minneapolis, Minnesota, over the weekend, today’s episode of The GIST of It is a brief history of recent athlete activism, inspired by hoops star Breanna Stewart, who held up an “ABOLISH ICE” sign before Sunday’s Unrivaled game. Let’s reflect.

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Rebel Girls expands on AUSL partnership to reach Gen Alpha softball fans

Rebel Girls expands on AUSL partnership to reach Gen Alpha softball fans

Rebel Girls expands on AUSL partnership to reach Gen Alpha softball fans

Today, Rebel Girls (RG) — an empowerment brand geared toward young girls — expanded on its existing partnership with Athletes Unlimited Softball League (AUSL), the pro women’s softball league beginning in June. RG hopes to connect tweens with the game by developing and distributing softball content through its new Rebel Girls Sport vertical.

SEC teams dominate the first two weeks of collegiate softball season

SEC teams dominate the first two weeks of collegiate softball season

SEC teams dominate the first two weeks of collegiate softball season

The road to the Women's College World Series runs through the Southeast

February 19, 2025

What we learned from week one of the softball season

What we learned from week one of the softball season

What we learned from week one of the softball season

The NCAA softball landscape has long been dominated by the same teams, with Oklahoma winning the last four titles and just 13 different squads claiming trophies since 1982. But if Week 1 is any indication, we just might be seeing an increase in parity. Here’s who’s knocking it out of the park with the first few games done and dusted.

February 12, 2025

Softball season is upon us, with familiar faces headlining the Nation’s top squads

Softball season is upon us, with familiar faces headlining the Nation’s top squads

Softball season is upon us, with familiar faces headlining the Nation’s top squads

There might still be snow outside your window and a chill in the air, but get your glove ready because softball season is almost here.

February 05, 2025

Women’s Professional Fastpitch players voice concerns over alleged breach of contract

Women’s Professional Fastpitch players voice concerns over alleged breach of contract

Women’s Professional Fastpitch players voice concerns over alleged breach of contract

As covered in yesterday’s episode of The GIST of It, the pro softball space has been thrown yet another curveball. Last week, several prominent pro softball players spoke out against subpar working conditions during the 2024 Women’s Professional Fastpitch (WPF) season, which they allege breach their signed contracts.

October 09, 2024

Amanda Lorenz wins fifth annual Athletes Unlimited softball title

Amanda Lorenz wins fifth annual Athletes Unlimited softball title

Amanda Lorenz wins fifth annual Athletes Unlimited softball title

More women’s sports, coming right up. After a down-to-the-wire, highlight reel–worthy championship weekend, Amanda Lorenz is your 2024 Athletes Unlimited (AU) softball winner, accumulating 1800 points to claim the fifth annual crown. Diamond’s gotta shine.

August 26, 2024

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