Major League Baseball is stepping into new territory with one of its most ambitious investments yet. Framed as a push for inclusivity and long-term growth, the league has backed women’s professional softball with serious money and even bigger hopes. Touted as a landmark moment for the sport, the deal signals a shift in the league, but not everyone’s convinced. As excitement builds, so do the questions and this time it is from an ex-MLB president. Is it a game-changer, or just a gamble?

The announcement came on 29th May that MLB is purchasing more than 20% equity stakes in Athletes Unlimited Softball League (AUSL). The move is intended to secure the league’s future in a landscape where similar attempts have often failed. MLB will also assist the league in marketing and content distribution. This move was projected as one towards collective growth, aimed at improving MLB’s demographics while supporting women’s sports. With women’s sports generating over $1 billion a year, many praised the decision as forward-thinking But is this truly an ideal investment? Ex-Marlins president David Samson definitely doesn’t think so.

While speaking on his show Nothing Personal with David Samson, he cast a cloud of doubt over the success of the strategic investment.
“Here’s the thing about Athletes Unlimited Softball League. It doesn’t make money. ‘Fledgling’ would be one way to describe it. ‘Very little chance of success’ would be another way to describe it. ‘Meeting a capital infusion’ would be yet another way to describe it.” When a substantial eight-figure sum from a fund earmarked for the game’s growth is directed toward a venture like this, such concerns are understandable, and that’s precisely why they can’t be ignored.

Samson’s doubts directly challenge the confident outlook presented by Athletes Unlimited CEO and co-founder Jon Patricof. In conversation with ESPN’s Jeff Passan after the announcement, he said, “It’s a watershed moment for pro women’s softball, pro women’s sports. This is a financial investment but also about a number of things that money can’t buy.” If Samson’s doubts hold true, MLB could be heading for a costly mistake. But one thing’s clear, AUSL needed capital and turned to MLB for a lifeline. Only time will tell if this move pays off.

However, fortunately, there is a proven blueprint that offers hope for both parties. The NBA took a similar approach with the WNBA, acquiring a 60% ownership stake in the league and supporting it with extensive broadcasting resources. Look where that took the WNBA. It is now a thriving professional sport that draws millions of fans with top talent. AUSL can achieve the same success with a substantial eight-figure investment, but if they want to silence any doubts, they must back it up with a clear and focused strategy.

AUSL’s Ambitious Road Ahead

The women’s professional softball league, founded by Athletes Unlimited, is still in its infancy, just taking its first steps. Since its launch in 2024, it has been finding its footing, but it definitely has a clear plan moving forward. The 2025 AUSL season is all set to begin on June 7th with its four initial teams: the Bandits, Blaze, Talons, and Volts. And now with the MLB investment, they’re obviously dreaming big, and Patricof had nothing but big hopes to share.

“This is just getting started,” Patricof told ESPN’s Jeff Passan. “We’ve put all these pieces together, we launch June 7, but it’s still incredibly early days in where we envision the AUSL going. We’ve got all the right pieces in place, and now it’s a question of us executing, growing alongside our partners, the players, and really building what we think fans and athletes deserve.” Yes, that’s something they could now realistically aim for.

With former Marlin’s GM Kim Ng steering the AUSL as the Commissioner, they have become one of the fastest-growing leagues. This summer, in the inaugural season, they will play in 12 locations and by 2026, they plan to transition into a city-based league with two additional teams. The partnership with MLB has allowed AUSL players to appear at the MLB All-Star Game and postseason, this will bring in more viewership. But will the bold vision of those at the helm truly come to life for AUSL? Only time will tell. As Patricof said, it all comes down to execution.