Rule42 Sports Group, a newly-launched sports technology company based in Lake Oswego, Oregon and founded and owned by entrepreneur and technology industry veteran Renée James, announced earlier today a major investment in the Athletes Unlimited Softball League (AUSL) and the acquisition of Softball America.

The complementary moves position Rule42 to play a key role in the development and expansion of amateur and professional softball as global interest in the sport continues to grow.

“This is an amazing time for women’s softball,” James said in a press release issued by Rule 42 Sports Group. “Fan interest is incredibly strong and the opportunities for athletes at both the amateur and professional levels have never been better.”

“Rule42 sees the potential for even more growth, and we’re backing that belief with action. By investing in the AUSL and buying Softball America we’re going all-in on softball.”

James was the founder and CEO of energy-efficient semiconductor pioneer Ampere (sold to Softbank in 2025) and former president of Intel Corporation.

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AUSL Investment

Founded in 2025, the AUSL features the world’s best professional softball players. The six-team league recently completed a standout second season, highlighted by a 152% surge in average ESPN viewership across 47 broadcast games (up from 18 in 2025).

On the ground, the league celebrated 25 sellout games, including 11 of 12 sold out home games in Portland, and a 110% year-over-year surge in merchandise sales.

This rapid scaling of fan interest has attracted major new partners including adidas and Labcorp alongside returning sponsors like Sephora and Rawlings, among others.

Rule42 Sports Group will be among the league’s largest investors and Renée James will join its Board of Directors.

The AUSL is backed by Athletes Unlimited, Major League Baseball, the Milwaukee Brewers and their owner Mark Attanasio, and Ryan Sanders Baseball.

“Having someone with Renée’s extensive business experience and background take a substantial equity stake in the AUSL reinforces the league’s value and enormous upside,” said Jon Patricof, CEO and Co-Founder of Athletes Unlimited.

“Renée has built multi-billion-dollar, high-growth companies and has a deep passion for sports. We’re excited to have her join the team.”

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Softball America Acquisition

In addition, Rule42 is acquiring Softball America. Softball America is a leading source for news, rankings and stories about softball and provides prospect and player evaluations across college softball and high school recruiting classes.

Its annual top 150 collegiate list, released on August 18, is considered the definitive ranking of players.

“Joining Rule42 is a significant milestone for the Softball America team and our entire community,” said Tara Henry, Vice President of Softball at Rule42 and GM of Softball America.

“With Rule42’s backing, we can create more opportunities for athletes, expand pathways to discovery and success, and bring greater visibility to the sport while advancing the continued growth of the game at every level.”

Henry is the Head Coach of the Great Britain Softball Women’s National Team and won a National Championship while playing for UCLA in 2004.