The GIST

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.

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

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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.

June 12, 2023

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

Sports Business

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

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June 05, 2023

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.

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The GIST of It Podcast

Ep #451

Is it time for Rory's renaissance?

April 15, 2025

Listen on Apple Music Listen on Spotify

A moment for the champion.

Golfer Rory McIlroy reached the peak of his sport’s mountaintop on Sunday, winning the Masters to become just the sixth player to achieve a career Grand Slam. It’s only been a couple of days since McIlroy earned his long-awaited green jacket, but folks already want to know: What’s next?

Today’s episode of The GIST of It explores Rory’s ascension, as co-hosts Ellen Hyslop and Steph Rotz explain why a late-career renaissance is on the table for the Northern Irishman. To the greens they go.

This episode was brought to you in part by Amazon Business, the ultimate partner for smart business buying. Amazon Business offers a one-stop shop for all of your business needs, helping companies of all shapes and sizes simplify their purchasing process. Learn more by checking out business.amazon.com today.

A special shoutout to our friends at CIBC for their support of The GIST of It. CIBC is a founding partner of the WNBA’s latest team, the Toronto Tempo, and is pushing women’s sports forward from the ground up, not only supporting women athletes, but podcasters like ourselves who share their incredible stories. Learn more about how CIBC champions ambition to make sports more inclusive today.