New York, N.Y. – Athletes Unlimited Softball League (AUSL) and Sephora are teaming up to redefine what beauty looks like in women’s sports. Today, the leading prestige beauty retailer was announced as the Exclusive Beauty Partner of AUSL and the presenting sponsor of the upcoming AUSL Championship series – marking a bold new alliance that celebrates strength, individuality, and self-expression on and off the field.
– AUSL Championship Series Presented by Sephora Begins Saturday, July 26 Between the Bandits and Talons Exclusively on ESPN at 3:00pm ET –
– Sephora to Create Glam Suite for AUSL Athletes, and Fan Experience Enhancements at Upcoming AUSL Events, Including All-Star Cup –
“This partnership between Sephora and the AUSL is about more than brand visibility – it’s about shifting culture, breaking barriers and challenging outdated perceptions of softball and women’s sports,” said Vanessa Taveras, Chief Partnerships Officer, Athletes Unlimited. “Together, we will celebrate the game’s explosive athleticism and authentic beauty – where sweat, grit, and power are expressions of inner confidence.”
“We’re proud to partner with the AUSL, a groundbreaking women’s softball league, as they usher in a powerful new era for women in sports,” said Zena Arnold, Chief Marketing Officer at Sephora U.S. “At Sephora, we believe in celebrating self-expression and individuality – on and off the field – and this collaboration is a natural extension of our values and continued commitment to empowering women to show up as their most confident, authentic selves.”
The AUSL Championship presented by Sephora – a best of three series between the first place Talons and second place Bandits – begins this Saturday, July 26 at 3:00pm ET at the University of Alabama’s Rhoads Stadium in Tuscaloosa, with all games airing live exclusively on ESPN (Sunday, July 27 at 2:00pm ET and – if necessary – Monday, July 28 at 7:00pm ET).
Sephora and the AUSL will team up to further enhance the fan experience, with photo moments, giveaways, and unique in-game activations at both this weekend’s AUSL
Championship presented by Sephora as well as throughout the AUSL All-Star Cup – a 21-game competition in August featuring 60 players competing for an individual championship using the innovative Athletes Unlimited scoring system.
In addition, Sephora will create a Glam Suite to provide beauty needs for all AUSL athletes as part of the AUSL All-Star Cup Media Day, while partnering with select players for custom social media content. Sephora-branded elements will also be incorporated into AUSL game broadcasts, in-venue signage as well as digital and social marketing activations.
The AUSL is part of Athletes Unlimited (AU), which was co-founded in 2020 by Jon Patricof (who also serves as CEO) and Jonathan Soros, and named one of Fast Company’s Most Innovative Companies. In addition to the AUSL, AU owns and operates a portfolio of professional women’s sports leagues including basketball and volleyball properties. The AUSL is led by Commissioner Kim Ng – who was previously the first woman to be named General Manager of a major American men’s professional sports team (Miami Marlins, 2020-23) – while AUSL advisors include softball legends Jennie Finch, Jessica Mendoza, Cat Osterman and Natasha Watley.
About Athletes Unlimited Softball League:
Launching in 2025, the AUSL features four teams playing a 24-game season (48 total games) in a traditional format. It will also be complemented and followed by the AUSL All-Star Cup (formerly known as the AU Pro Softball Championship Season), creating a new opportunity for the world’s best players to compete. Backed by Major League Baseball and led by Commissioner Kim Ng, the AUSL also is supported by its Player Executive Committee (Aubrey Leach, Megan Faraimo, Sierra Romero, Morgan Zerkle and Sharlize Palacois), and softball legends Jennie Finch, Jessica Mendoza, Cat Osterman and Natasha Watley, who serve as advisors to the AUSL. The AUSL will become a city-based league beginning in 2026, while the inaugural season in 2025 is a touring property featuring games in 12 different cities. For more information follow @theauslofficial and visit theausl.com.
About Athletes Unlimited: Named one of Fast Company’s Most Innovative Companies, Athletes Unlimited owns and operates professional women’s softball, volleyball, and basketball leagues featuring world-class competition and fan experience, and stands out as an organization driven by the athletes that play in the leagues, with athlete representation on the company’s board of directors, each league led by a Player Executive Committee, and players sharing in long-term profits of the company, all while being proactive in shaping policies supporting the women that play in the league. Athletes Unlimited is the first professional sports league to be organized as a Public Benefit Corporation. For more information, visit AUProSports.com.
