Softball | The GIST

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.

July 25, 2025

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

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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.

July 21, 2025

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

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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.

June 06, 2025

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

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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.

June 04, 2025

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

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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.

May 30, 2025

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

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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.

May 30, 2025

Previewing the 2025 Women’s College World Series

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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.

May 28, 2025

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

Ep #522

Getting emotional watching figure skating

January 13, 2026

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Getting emotional watching figure skating

Axels, and lutzes, and salchows, oh my.

Still picking your jaw up off the floor after last weekend’s national figure skating championships? Same. That’s why today’s episode of The GIST of It is a twizzling, axel-filled ode to the newly-named figure skating Olympians representing the USA and Canada at the Milano Cortina Games next month. Tune in to hear co-hosts Ellen Hyslop and Steph Rotz wax poetic about one of the Olympics’ most popular sports.