In Season 3, Episode 2 of Portfolio Players presented by E*TRADE from Morgan Stanley, Jon Patricof, CEO & Co-Founder of Athletes Unlimited, the company behind the Athletes Unlimited Softball League (AUSL), AU Pro Basketball, and AU Pro Volleyball shares a candid look at how modern sports leagues are built from the ground up.
Patricof explains why prioritizing fans and partnering with athletes transforms league value, how women’s sports has unlocked cultural relevance, and why scale and access are now core competitive advantages. He dives into athlete branding, market sophistication, and the strategic patience required to reach profitability.
With firsthand insights into league economics, player empowerment, and long-term vision, Patricof offers a master class in building sports properties designed to succeed in a rapidly evolving industry landscape.
