The Business of Women’s College Softball in 2025
Softball is one of the most underrated business opportunities in women’s college sports. It already commands huge national attention, yet the infrastructure and investment haven’t caught up. That gap is exactly where the growth lies.
College Softball Is Outperforming Baseball
The 2025 Women’s College World Series (WCWS) averaged 1.3 million viewers per game—a record-setting 24% increase over 2024 and higher than the Men’s College World Series average of 1.21 million viewers.
The WCWS finals were especially dominant: Game 3 drew 2.4 million viewers, making it the most-watched college softball game ever.
Softball games are fast-paced, family-friendly, and fan-focused—perfect for TV and live audiences. Yet many softball stadiums remain undersized, underfunded, and not built for broadcast-quality production.
Why this matters: Universities are leaving revenue on the table. If the women’s game is consistently outperforming baseball on TV, the facilities, ticketing, and strategy need to match that demand.
Untapped Local Fan Base
Softball has a direct pipeline to youth players and Little League families.
Partnering with local leagues for ticket nights, clinics, and community events can fill stadiums consistently.
Bringing in youth players not only boosts attendance—it builds future student-athletes and lifelong fans.
Pro Investment Is Coming
MLB recently invested in Athletes Unlimited Softball, a major sign that pro softball is gaining traction.
As the pro game grows, colleges will benefit: increased exposure, athlete pipelines, and expanded sponsorship opportunities.
Hot Take
Softball has already proven its popularity. The schools that invest in stadium upgrades, ticketing strategies, and sponsorship packages today will dominate tomorrow. Those who don’t will fall behind.
