Softball Shows Off Its Marketing Power and Potential

Rising TV ratings, evolving sponsorship rules and a new professional league draw fans and brands to the sport

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It isn’t just the dugout chants or spins of Zedd’s “In the Middle” on the PA during meetings in the pitcher’s circle: Softball is making noise, and marketers are listening.

The Women’s College World Series (WCWS) final averaged more than 1.8 million viewers on ESPN, more than that network’s Sunday Night Baseball (1.6 million) or its most-watched men’s College World Series game (1.7 million). Team USA’s softball win over Australia in extra innings to clinch a spot in the gold-medal game drew 15.3

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