Athletes Unlimited looks to expand its AUX format

Following the success of its two-week AUX softball competition, Athletes Unlimited CEO Jon Patricof said the company is looking to expand use of the shorter format and extending it to other sports. Patricof: “We’d love to potentially consider more AUX-style competitions. You can envision them being in different parts of the country, different parts of the world. And players can either play in all these competitions or select which ones make sense for them.” Hear his full comments below from the recent SBJ Brand Innovation Summit.