🏟️ MLB Backs Athletes Unlimited Softball in Historic Move

First-Ever Full Partnership with a Pro Women’s League Marks Milestone for MLB

May 30, 2025 • Estimated Reading Time: 6 minutes

Welcome to this week’s edition of Sports Industry Weekly as we share insights from the top business headlines from across the sports industry.

🥎 MLB is making a significant eight-figure investment in Athletes Unlimited, aiming to establish a sustainable professional softball league where previous attempts have struggled.

🏁 Formula 1 teams collectively generated $2.05 billion in sponsorship revenue last year, second only to the NFL’s $2.49 billion, with average sponsorship deals for F1 teams being eight times larger than those in the NFL.

🌭 Aramark has secured a landmark 20-year, $175 million-plus deal to provide food and beverage services at the A’s proposed new Las Vegas ballpark, including team equity and stadium investments, potentially the largest F&B deal in sports history.

🏀 The NBA Draft saw only 106 players enter this year, marking the lowest number of early entrants since 2015 and indicating a decline in draft participation.

🎟️ Early ticket sales for the Yankees’ 2025 season have jumped 14%, topping $226 million, driven by high demand to see star players like Aaron Judge.

⛵️ Actress Anne Hathaway is among the investors in the Red Bull Italy SailGP team, joining a growing list of celebrities involved in sports ownership.

💡 Nike’s fourth Athlete Think Tank cohort includes prominent athletes such as JuJu Watkins, Sue Bird, Sha’Carri Richardson, and Jess Sims, focusing on athlete-driven innovation.

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🏟️ The Dallas City Council approved a $5.5 million practice facility for the Dallas Wings, located in southwest Dallas and planned to open before the next season as part of “Project X3.”

📺 NCAA President Charlie Baker is prioritizing the expansion of March Madness to 76 teams, possibly starting with the 2026 tournament, depending on negotiations with CBS and TNT Sports.

🏃🏿‍♀️ Sha’Carri Richardson is leading a group of founding “advisor owners” in a new track and field league launching next year, backed by Alexis Ohanian.

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