Partnership to celebrate AUSL’s strong momentum after inaugural season with apparel collaboration and on-field bases featuring TOGETHXR’s signature slogan
Media assets available to DOWNLOAD HERE (Credit: AUSL and TOGETHXR)
LOS ANGELES (June 8, 2026) — Athletes Unlimited Softball League, home to the best players in the world competing on the sport’s biggest professional stage, is teaming up with TOGETHXR, the fastest growing and most engaging women’s sports media company for a collaboration that brings TOGETHXR’s iconic “Everyone Watches Women’s Sports™” slogan directly to the softball diamond. In celebration of the start of AUSL’s Season 2, the partnership adapts the message to “Everyone Watches Women’s Softball,” placing it on-field on the bases and on fan apparel.
As a part of the collaboration, the softball collection includes a limited-edition navy t-shirt featuring AUSL branding with white and yellow text, featuring classic softball yellow. The t-shirt will be available at ballpark retail locations and online on June 12.
The partnership launches ahead of the league’s June 9 opening day, and follows the 2026 Women’s College World Series, which delivered record-breaking viewership, further underscoring the sport’s unprecedented growth, interest, and media attention. AUSL is backed by MLB, their first-ever investment in a women’s professional league, and is built to capitalize on rapid growth in softball participation, fandom, and media interest.
“We’re thrilled to partner with TOGETHXR on the “Everyone Watches Women’s Sports™” softball collection because it reflects exactly what we’re seeing across the game right now — growing visibility, growing engagement, and growing demand for the sport,” said Allie Kleva, Chief Growth Officer at Athletes Unlimited. “Softball has incredible momentum at the youth, college, and professional levels, and this partnership is another sign of the sport’s increasing cultural relevance and the passionate fanbase driving it forward.”
In AUSL’s inaugural 2025 season, the league produced 24 sellouts and 90% average attendance, more than 333 million social impressions, 94 million video views, more than 540,000 followers, and merchandise sales surpassing the $1 million mark – and they’re just getting started.
“TOGETHXR is proud to partner with AUSL, which is rapidly increasing viewership, attendance, engagement, fandom and media coverage while fueling the growth of the sport,” said Sarah Bergstrom, TOGETHXR Head of Operations. “As leaders in softball, AUSL aligns with our ethos of moving women’s sports forward by recognizing and amplifying world-class athletes with an intention to also superserve fans through a shared sense of community.”
The AUSL x TOGETHXR collaboration will be featured on bases at ballparks across the league on AUSL’s opening day, Tuesday, June 9. Fans can shop the t-shirt collection in venues and online starting June 12 at 9 a.m. ET at TheAUSL.com and TOGETHXR.com.
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About TOGETHXR
TOGETHXR is the fastest growing, most popular, and most engaging women's sports brand. The trailblazing media and commerce company has generated more than $6 million in revenue from its trademarked slogan and product line that boldly state an undeniable truth: "Everyone Watches Women's Sports." Co-founded by sports media veteran Jessica Robertson alongside four of the world's greatest professional athletes: Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird, TOGETHXR focuses on rich storytelling rooted in lifestyle and youth culture. TOGETHXR highlights a diverse and inclusive community of game-changers, culture shapers, thought leaders, and barrier breakers – finding and sharing the stories of women doing the same. As one of the most compelling platforms for women in sports and culture, TOGETHXR's in-house production studio has developed a slate of premium scripted and unscripted content, streaming on platforms such as Amazon Prime and FuboTV among others.For more information on TOGETHXR, visit TOGETHXR.com or contact press@togethxr.com.
About Athletes Unlimited Softball League
The premier professional softball league in the U.S., the Athletes Unlimited Softball League (AUSL) launched in 2025 with four teams and expanded to six teams ahead of the 2026 season—anchoring those teams in home markets for the first time. Led by Commissioner Kim Ng, with investment from Major League Baseball, and guidance from advisors and softball legends Jennie Finch, Jessica Mendoza and Natasha Watley, the AUSL is home to the best softball players in the world competing on the sport’s biggest professional stage. With a multi-year media rights deal with ESPN, the Carolina Blaze, Chicago Bandits, Portland Cascade, Oklahoma City Spark, Texas Volts and Utah Talons will begin their quest for the AUSL Championship on June 9. Following the AUSL Championship, a select group of players will be chosen to compete in the AUSL All-Star Cup, a high-stakes showdown held in Rosemont to crown the ultimate individual softball champion utilizing the innovative Athletes Unlimited format.
For more information, follow @theauslofficial and visit theausl.com
Press Contacts
Athletes Unlimited Softball League (AUSL)
Faith McKie
faith.mckie@auprosports.com
TOGETHXR
press@togethxr.com
