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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

Sports Business

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.

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.

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

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

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.

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.

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

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

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

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

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).

Athletes Unlimited announces new pro softball league

Athletes Unlimited announces new pro softball league

Athletes Unlimited announces new pro softball league

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.

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

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

Heated rivalry: It’s time for Canada vs. the U.S. in Olympic women’s hockey

February 10, 2026

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Heated rivalry: It’s time for Canada vs. the U.S. in Olympic women’s hockey

Heated rivalry: It’s time for Canada vs. the U.S. in Olympic women’s hockey

The iciest, spiciest rivalry.

Today, we’re doing what we do best at The GIST: discuss perhaps the best rivalry in all of sports — Team Canada vs. Team USA women’s hockey. With the group stage of the Olympic women’s tourney almost wrapped, today’s 2:10 p.m. ET showdown is shaping up to be a gold medal match preview. Let’s skate to it.

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The 2023 Women's College World Series reaches new viewership highs

The 2023 Women's College World Series reaches new viewership highs

The 2023 Women's College World Series reaches new viewership highs

The NCAA softball competition reached new viewership highs when Oklahoma scored its third consecutive championship on Thursday, strengthening the tournament’s business bonafides along the way.

Athletes Unlimited will play a doubleheader during the Little League Softball World Series

Athletes Unlimited will play a doubleheader during the Little League Softball World Series

Athletes Unlimited will play a doubleheader during the Little League Softball World Series

Last Friday, the women’s sports organization announced a doubleheader showdown during August’s Little League Softball World Series in order to promote the sport’s whole ecosystem.

The University of Arkansas announced an operating surplus in FY 2022

The University of Arkansas announced an operating surplus in FY 2022

The University of Arkansas announced an operating surplus in FY 2022

On Friday, the school’s athletics department announced an operating surplus of $8.19 million in FY 2022, outpacing its pre-pandemic totals.

January 23, 2023

NIL platform MarketPryce booked agreements with eight athletes on Monday to launch MP Content Crew

NIL platform MarketPryce booked agreements with eight athletes on Monday to launch MP Content Crew

NIL platform MarketPryce booked agreements with eight athletes on Monday to launch MP Content Crew

During a three month pilot program, the creator network will create educational financial content for fellow collegiate players.

November 02, 2022

Game 2 of WCWS championship series garners whopping 1.7 million viewers

Game 2 of WCWS championship series garners whopping 1.7 million viewers

Game 2 of WCWS championship series garners whopping 1.7 million viewers

Women's College World Series seeing record viewership

Women's College World Series seeing record viewership

Women's College World Series seeing record viewership