Aug 15, 2022; Chicago, Illinois, USA; Aleshia Ocasio, from Athletes Unlimited Softball, throws out a ceremonial first pitch before the game between the Chicago White Sox and the Houston Astros at Guaranteed Rate Field. Mandatory Credit: Matt Marton-USA TODAY Sports Matt Marton-USA TODAY Sports

ESPN's latest media rights deal is big win for women's sports

By Jason Clinkscales | Last updated 2/21/24

Women's sports are far beyond "having a moment" as ESPN's latest rights deal is proving once again.

The media group renewed its agreement with Athletes Unlimited, a company that operates four women's professional sports leagues under a single umbrella. ESPN had already featured lacrosse, softball and volleyball on its platforms, mainly ESPN+, but it will add basketball in time for the 2024 season to begin.

Even more, AU is moving some of its softball, volleyball and lacrosse games to the traditional channels, bringing more eyeballs to those leagues than in the previous seasons.

‼️ ESPN Athletes Unlimited ‼️

In 2024, @espn will air more than 70 live games, with more than 50 airing on linear networks

Details https://t.co/0xGmH8XDdY pic.twitter.com/GBSYLWiZNx
— Athletes Unlimited (@AUProSports) February 21, 2024

The addition of AU Basketball further cements ESPN as the home for major women's basketball competition. In January, the media group renewed its agreement with the NCAA to carry every sport separate from college football and men's basketball, with women's hoops at the center of the new pact. ESPN also remains the primary partner of the WNBA, hosting several regular season games, the All-Star Game, its playoffs and the WNBA Finals with broadcast sibling ABC.

Although CBS Sports and ION Television are also WNBA broadcasters, ESPN could realistically feature a star player from her freshman season on campus to her final game in the pros; just ask UConn and Seattle Storm legend Sue Bird, who is one of several iconic hoopers who has gotten top billing as women's basketball became a central focus in Bristol.

Launched in 2020 by Jonathan Soros and Jon Patricof, Athletes Unlimited has a unique structure where individual players are re-drafted by the league teams every week, allowing them to accumulate points and honors towards becoming the individual champion that season.

The business angle is what makes the company even more unique as the players themselves, along with many sports luminaries, share in the profits. That's a departure from traditional sports operations.

Several WNBA players, including newly signed Phoenix Mercury guard Natasha Cloud, are involved with AU as a way to earn money and warm up for the upcoming WNBA season. The basketball league begins its third season in a week.

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