Feeling Unlimited, Part 2: Athletes Unlimited's Cheri Kempf on Presenting a Platform for World-Class Athletes, Developing Longer Shelf Life in the Offseason League Commissioner Kim Ng, a trailblazer for women's sports, helps lead the charge By Kristian Hern ndez, Senior Editor Friday, June 20, 2025 - 7:01 am
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After just a week of official games, the Athletes Unlimited Softball League has already found a rightful spot in the sports conversation. With real-time interviews with athletes at premium positions on the diamond, media-rights partnerships with ESPN and investment by Major League Baseball, and complete backing by longtime champion of women's sports and first-ever AUSL Commissioner Kim Ng, the nascent league is turning heads in a crowded sports landscape.
On the production side, Athletes Unlimited Softball League Chief Broadcasting Officer Cheri Kempf is responsible for the league's broadcasting and distribution strategy. A veteran of both sports and broadcast, she relies on her experience and knowledge to connect the greater sports audience to the upstart league. SVG sat down with her to discuss why she wanted to be a part of this new venture, the finer details of the production and content plan, how this is an opportunity to further the conversation about heightened coverage of women's sports, and more.
What went into your decision to join the Athletes Unlimited Softball League?
I was the commissioner of National Pro Fastpitch, and [Athletes Unlimited CEO/co-founder] Jon Patricof called me and said they were going to launch women's ice hockey and thought that they would launch a second sport. I thought he was leaning toward volleyball since he had already met with some people, but he was talking to me about the viability of softball. He described this as a shoulder league to NPF, so my goal was to help him do it in an easier way. From my perspective, this would allow our players to get another paycheck, have another opportunity to play at the highest level, and, hopefully, [become] full-time professional softball players. At that point, I'm working with [Athletes Unlimited] as an advisor to suggest locations, explain what the budget looks like, and run them through the rules of how the league would operate.
Athletes Unlimited Softball League's Cheri Kemp: I never want it to be just because it's women; I believe that the game itself is a true contender and can hold its own in the sports and entertainment space.
Then the COVID-19 pandemic hits, and it kills NFP, so I fully crossed over [to Athletes Unlimited] and basically volunteered to handle broadcasting. At the end of the day, I love television and the magic of it all. People don't know all of its mechanics and that a lot goes into getting the right shot and telling the story in the right way. I've been passionate about softball throughout my entire life, but I'm also passionate about television and covering the sport, so I very much looked forward to doing that with this league.
Tell us more about the league's production philosophy.
When you talk to professional athletes, they'll tell you that it's a faster game and it's about taking another step up the competitive ladder. Not every college superstar survives in the professional ranks. When I was an analyst, I wanted viewers to understand how extraordinarily talented these women are and how special the players are. In our real-time player interviews, it takes a lot to focus on the game they're playing while showing their personality. During our [in-game] interview with [Blazes catcher] Taylor Edwards, Jon texts me and says he has no idea how she's pulling this off: she's simultaneously typing in what pitch to throw and talking to us. It was incredible to have the mental capacity to execute both. Our goal is always to help people understand, and that's why our on-air talent on these games is super important. Our fanbase isn't filled with former players who know the ins and outs of the game, so we have to explain it in a way that's comprehendible. Most fans have never had a glove on their hand to try to catch a line drive coming in at 75 mph from only 25 ft. away.
The league's production value relies on in-game access, such as this interview with Talons infielder Tori Vidales.
Similar to not every player's making it as a professional, our production isn't built for everyone. Our broadcasts aren't about showing up an hour before, cutting the show, and heading home. I'm very critical of directors because I'm listening to what they're saying and they need to be one play ahead, talking about the next shot that they need or the player coming up to bat next. I want people that are really invested. I want our graphics operators to sell their work if it supports the story we're telling or our camera operators to sell their shot if they find a certain player's parent in the stands. Senior Director Casey Carter, who produces our shows, always says that, if he's walking through the living room and sees a two-box of a player side by side with action, it stops him in his tracks. We're a new product, so we have to be sticky to people. They have to have a reason to turn us on and then find another reason to stay.
How do you extend the life of Athletes Unlimited after its inaugural season? How are you gaining new fans through digital platforms?
We're able to get fans invested in our players through storytelling. Senior Producer/Editor Stephanie Kane leads two full days of content capture and interviews with the players for our broadcasts. Once she's done editing everything and ready to distribute over the air, our social-media team also has access to it. A lot of times, our sales team will also
