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Five years ago, Athletes Unlimited (AU) made a bold decision: to start a player-centric professional sports league for women. Focusing on putting the person before the athlete and bringing fans closer to the game, AU quickly became a community. For sports that couldn’t always find success in a traditional league format, AU was an opportunity to grow women’s sports.

One sport that has thrived under AU is softball. The league’s debut sport, softball has made major strides in the U.S. At the 2024 Women’s College World Series, two million viewers tuned into the finals—a 24% increase from the year before. AU brought MoreVIS to softball, helping the sport expand at the professional level.

It’s also how AU has the momentum to expand softball to a traditional league: the Athletes Unlimited Softball League (AUSL). Four teams will throw their first pitch this Saturday in Rosemont, Illinois, and Wichita, Kansas for the inaugural season. The goal is to capitalize on increasing participation, exposure, and TV viewership, especially before the sport returns to the Olympics in 2028.