Tech Mogul Revamps Women's Sports Discovery

Renée James, a former president of Intel Corporation, has launched Rule42, a self-funded sports technology company. Rule42 aims to modernize the discovery process for athletes, scouts, and teams, starting with softball. The company announced a significant investment in the Athletes Unlimited Softball League (AUSL) and has acquired Softball America, a digital publication covering the sport.

Rule42 plans to develop an AI-powered technology platform to offer athletes an equal opportunity to be discovered by college and professional scouts, with the service being free for athletes and parents. This initiative is partly driven by the observation that scouting processes, particularly for women's sports, are often pay-to-play and lack adequate infrastructure.

The investment in AUSL and the acquisition of Softball America are strategic moves to grow the game from youth to professional levels. The company is focusing on softball due to its burgeoning audience, highlighted by record viewership for the Women's College World Series and the AUSL championship series. Softball is also set to return to the Olympics in 2028.

James believes technology can help leapfrog the traditional scouting structures for women's sports. This effort aligns with recent changes like the House v. NCAA settlement, which increased scholarship opportunities for women. AUSL has seen significant growth in merchandise sales and viewership under its current leadership.