Pro News: AUX Softball Expansion Sees Strong Increases in Viewers (+74%), Social Media Engagement (+268%) & Web Traffic (+783%)

Athletes Unlimited’s recent expansion, AUX Softball, which concluded this past weekend in San Diego with a thrilling extra-innings classic was, per a release issued today by AU: “a massive success for the organization, driving significant growth in viewership, social media engagement and other important metrics.”

Average viewership for the 18 AUX Softball games on ESPN networks marked a 74% increase over Season 2 of Athletes Unlimited Softball last summer with the previous rights holder.

In addition, social media engagement for Athletes Unlimited during the period leading up to and including AUX Softball was up +268% year over year, while web traffic to www.auprosports.com jumped an incredible +783% over the same period in 2021.

AUX Softball (pronounced A-U-X) marked the start of a new multi-year rights agreement between Athletes Unlimited and ESPN for pro softball and lacrosse.

In all, more than 160 live games from the player-centric women’s sports organization will air exclusively on ESPN platforms over the next two years. Up next on the fastpitch side, the third championship season of Athletes Unlimited Softball will run from July 29 to August 28, returning to the Chicago area at the Parkway Bank Sports Complex in Rosemont, Ill.

Tickets for all games can be purchased at auprosports.com/tickets, while all games will be available exclusively live on ESPN platforms.

“These incredible results for our new AUX Softball expansion are further proof that the audience for women’s sports is massive and hungry for more great content,” said Jon Patricof, CEO and Co-Founder of Athletes Unlimited.

“We can’t wait to build on this momentum with our softball and lacrosse championship seasons this summer, and will continue to push for more creative and fun opportunities for our athletes as well as our fans.”

Pitcher Danielle O’Toole won the inaugural Athletes Unlimited AUX Softball competition, finishing with 1,436 points while competing against 42 of the best athletes in the world over a two-week season at San Diego State University.

Click HERE to read more on her victory.

Coinciding with the 50th anniversary of Title IX and created as an expansion of Athletes Unlimited Softball to provide more playing opportunities and compensation to athletes and more pro softball for fans, AUX Softball featured 43 athletes (including 11 Olympians) playing 18 games at the SDSU Softball Stadium, with every game telecast live exclusively on ESPN networks.

Like its other leagues, Athletes Unlimited AUX Softball featured a range of scoring innovations to bring athletes and fans a unique and intense version of the sport. Individual athletes earned points based on both team wins and individual performance, with points earned on every play. In addition, teams changed after each six-game series, with the top three athletes in the standings serving as captains and drafting their teams.