AUSL Softball Announces Partnership with Sephora
As the popularity of the AUSL continues to rise, major brands are stepping up to show their support.
The league has seen great success in its first season, including sellouts at nearly every game and partnerships with the MLB.
Now, brands are backing up the teams and players.
On Monday afternoon, the league announced that it will be partnering with beauty retailer Sephora. Sephora becomes the official sponsor of the championship series.
Vanessa Taveras, Chief Partnerships Officer of Athletes Unlimited, said that this new partnership aims to break down barriers in women's sports.
“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and the AUSL is about more than brand visibility –it’s about shifting culture, breaking barriers and challenging outdated perceptions of softball and women’s sports,” Taveras said.
Stepping up to the plate 🥎💅
— AUSL (@theAUSLofficial) July 21, 2025
Sephora was named the Exclusive Beauty Partner of AUSL marking a bold new alliance that celebrates strength, individuality, and self-expression on and off the field.
🔗 https://t.co/wf4I2qC0Kh pic.twitter.com/GVlyxE5D3y
Zena Arnold, Chief Marketing Officer at Sephore U.S is pround to make this historic deal.
“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,” Arnold said.
“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 series, presented by Sephora, is a best-of-three series between the Talons and the Bandits, starting on Saturday at 3 p.m. ET.
The series will take place at the University of Alabama's Rhodes Stadium in Tuscaloosa.
Game 2 will be played on Sunday at 2 p.m. ET, and if necessary, the game will be played on Monday at 6 p.m. ET.
All games will be shown on ESPN.
Read more about the historic partnership between AUSL and Sephora here.
Sarah Person was born and raised in Nebraska and has lived there her whole life. She is a recent graduate of the University of Nebraska-Lincoln with a degree in sports media and broadcasting. She did everything during her time at UNL, including writing, anchoring, broadcasting, and photography. Sarah has had a lifelong passion for sports and is excited to continue that passion through her work for Softball on SI.
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