AUSL's Vision for the Future of Professional Softball
From Touring to City-Based Teams
The Athletes Unlimited Softball League (AUSL) is gearing up to make a major impact on the world of professional softball. With its inaugural season scheduled for 2025, the league is launching as a touring property, bringing the game directly to fans in various cities across the United States. This innovative approach sets the stage for a transformative future: by 2026, the AUSL plans to transition to a city-based model with permanent franchises. Here’s a look at the league’s unique structure, its future ambitions, and what it means for softball fans.
The Touring Model: An Innovative Start
Why a Touring Model?
The decision to begin as a touring league allows AUSL to build excitement in regions across the country while testing markets for future city-based franchises. By traveling to multiple cities, the league can engage a wide range of fans, generate buzz, and identify key locations where softball has the strongest support. It’s also a cost-effective way to launch a league, bypassing the immediate need for long-term venue leases or local infrastructure.
The Teams and Their Leadership
The 2025 AUSL season will feature four teams, each with a unique identity and experienced management at the helm:
Bandits: Jenny Dalton-Hill has been named the team’s General Manager and Stacey Nuveman-Deniz the head coach.
Blaze: Dana Sorensen has been named the team’s General Manager and Alisa Goler the head coach.
Talons: Lisa Fernandez has been named the team’s General Manager and Howard Dobson the head coach.
Volts: Cat Osterman has been named the team’s General Manager and Kelly Kretschman the head coach.
According to the AUSL, each team’s branding reflects its unique spirit. Their logos and colors are designed to resonate with fans and represent the future of professional softball.
The Touring Schedule
While exact tour dates and locations have yet to be finalized, the league has announced plans to visit several major markets with a strong interest in softball. This flexible approach allows AUSL to bring the sport to fans across the country while laying the groundwork for future city-based franchises.
Games are expected to be played in Chicago, Illinois, and Wichita, Kansas, among other cities.
Based on softball popularity, market size, and geography, other potential cities (for 2025 or beyond) may include:
Oklahoma City, Oklahoma
Los Angeles, California
Orlando, Florida
Austin, Texas
Louisville, Kentucky
Raleigh, North Carolina
Nashville, Tennesee
California is a hotbed of fastpitch softball talent. But travel to and from the West Coast could be too costly for a fledgling league. So a focus on the middle of the country may provide the best launch platform.
The Path to City-Based Teams
The 2026 Transition Plan
The AUSL’s goal is to establish permanent city-based teams by 2026. This shift will create a more traditional league structure with franchises representing specific cities, fostering local loyalty and deeper community connections. The touring model in 2025 will play a crucial role in determining which cities are best suited to host these teams, using fan engagement and attendance data to guide the selection process.
This “testing” model could help identify unexpected locations for permanent teams. To gain a foothold, the AUSL may choose to avoid larger markets already saturated with established professional sports franchises. Consider the All-America Girls Professional Baseball League, which survived 12 years in the middle of the 20th Century with teams in places like Racine, Wisconsin; Rockford, Illinois; Grand Rapids, Michigan; and South Bend, Indiana.
Why City-Based Teams Matter
City-based teams offer several advantages for both the league and its fans:
Building Local Loyalty: Fans can rally behind their hometown team, creating a stronger emotional connection to the league.
Regional Rivalries: Establishing teams in distinct locations paves the way for exciting rivalries that enhance competition and fan interest.
Community Engagement: City-based teams can host local events, youth clinics, and community outreach programs, making the sport more accessible and inspiring the next generation of players.
Where would you most like the AUSL to have a team? |
Challenges and Opportunities
Potential Obstacles
Transitioning from a touring model to city-based franchises isn’t without its challenges.
Logistics: Securing venues, training facilities, and local sponsorships requires significant planning and investment.
Fan Base Development: Building a strong, localized following in a short timeframe will be critical for the success of city-based teams.
Financial Sustainability: The league must balance the costs of expansion with the revenue generated from ticket sales, merchandise, and broadcasting rights.
Opportunities for Growth
Despite these hurdles, the AUSL’s strategy offers tremendous opportunities:
Expanding the Sport’s Reach: The touring model allows the league to showcase softball in regions that might otherwise be overlooked, building a nationwide fan base.
Setting a New Standard for Women’s Sports: By prioritizing sustainable growth and fan engagement, AUSL has the potential to become a model for other women’s professional leagues.
Creating Lasting Legacies: City-based teams provide a platform for players to leave a lasting impact on their communities and inspire future generations.
What This Means for Softball Fans
Get Ready for the Touring Season
The 2025 season promises to be an exciting introduction to AUSL’s unique approach. Fans can look forward to attending games in various cities, following their favorite players, and experiencing the thrill of professional softball up close. The league’s decision to tour allows fans across the country to feel connected to the sport’s growth.
Anticipating City-Based Teams in 2026
The shift to city-based teams in 2026 will mark a new era for softball, creating opportunities for deeper fan engagement. From season tickets to local rivalries, this move promises to elevate the fan experience while solidifying AUSL’s place in the professional sports landscape.
Will It Work?
The Athletes Unlimited Softball League is taking bold steps to revolutionize professional softball. By launching as a touring property in 2025, AUSL is building a foundation for future success while engaging fans across the country. The league’s transition to city-based teams in 2026 represents a commitment to sustainability, community, and growth, offering players and fans an exciting future.
With visionary leaders like Cat Osterman, Natasha Watley, Jessica Mendoza, and Amanda Chidester at the helm, AUSL has a legitimate opportunity to change the game—literally and figuratively. There is evidence that the time may finally be ripe for major women’s sports league to captivate the US market. So get ready to cheer for the Bandits, Blaze, Talons, and Volts as they light up the diamond and pave the way for the next generation of professional softball and hope for lasting success.
Is an AUSL team on your wish list? What else do you want for the holidays? Check out our list of the 25 Best Christmas Presents for Softball Players.