The GIST

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.

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

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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.

November 20, 2023

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

Sports Business

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

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June 12, 2023

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.

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The GIST of It Podcast

Ep #471

An extra-caffeinated convo with Breanna Stewart

June 26, 2025

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An extra-caffeinated convo with Breanna Stewart

She’s baaack.

Friend of The GIST Breanna Stewart is back on the pod and busier than ever. On this episode of The GIST of It, Stewie sits down with The GIST’s Managing Editor Lauren Tuiskula for an extra-fun, super caffeinated conversation about the NY Liberty's recent injury struggles, finding inner zen on the road, and what the six-time All-Star is most looking forward to at the upcoming All-Star Weekend.

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