Softball | The GIST

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.

July 21, 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

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

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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.

March 26, 2025

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

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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.

March 05, 2025

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

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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

Athletes Unlimited names Kim Ng as senior advisor to new softball league

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Athletes Unlimited (AU) just recruited a major heavy-hitter to headline their brand-new softball league: MLB front office veteran Kim Ng. The longtime baseball exec and first-ever female MLB general manager (GM) is now joining the Athletes Unlimited roster as a senior advisor to oversee the development of the Athletes Unlimited Softball League (AUSL).

July 03, 2024

Athletes Unlimited announces new pro softball league

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Good news, softball fans — there’s a new pro league rounding the bases. Athletes Unlimited’s (AU) pro softball arm will now include Athletes Unlimited Softball League (AUSL), a traditional-style softball season set to launch in 2025 that represents a major development for a game that has spent decades building to a sustainable pro league.

June 05, 2024

Athletes Unlimited Pro Softball announces multi-year deal to bring the league to Kansas

Sports Business

Athletes Unlimited Pro Softball announces multi-year deal to bring the league to Kansas

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November 20, 2023

Last Friday, Athletes Unlimited (AU) Pro Softball announced a multi-year agreement with Wichita State University to bring pro softball to Kansas, creating the first pro women’s sports league to play a full season in Wichita.

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The GIST of It Podcast

Ep #508

Talkin’ NSL with Canadian soccer royalty, Diana Matheson

November 13, 2025

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Talkin’ NSL with Canadian soccer royalty, Diana Matheson

An early holiday present, no wrapping required.

Struggling to find a gift for the women’s soccer fan in your life? Send ’em this podcast because today’s episode of The GIST of It features Canadian soccer royalty. Diana Matheson is a CanWNT team legend, a two-time Olympic medalist, and founder and Chief Growth Officer of the Northern Super League (NSL). Tune in to listen to Matheson and co-host Ellen Hyslop yap about everything from the business of starting Canada’s first domestic pro women’s soccer league to a very special napkin. You won’t want to miss it.

A big thank you to BMO for sponsoring today’s pod! BMO has been committed to growing the beautiful game in North America for two decades. Today, BMO supports the NWSL’s Angel City FC and is the official bank of the Northern Super League. Learn more by visiting our Soccer Help Desk today.