AUSL lands Rule42 backing after a breakout second season

What's the deal? The Athletes Unlimited Softball LeagueDealroom has a profile for this one. Try Dealroom → has secured a growth equity investment from Rule42 Sports Group after its second season. Terms were not disclosed. Renée JamesDealroom has a profile for this one. Try Dealroom →, Rule42's founder and chief executive officer, joins the league's board of directors.

Why now? The AUSL reported a 152% increase in average ESPN viewership in its second season, alongside 25 sellouts and 110% year-on-year growth in merchandise sales. James said Rule42 made its first significant AUSL investment because of softball's growth and the opportunity across player development and amateur and professional scouting.

Who's involved? The AUSL is backed by Athletes Unlimited, Major League BaseballDealroom has a profile for this one. Try Dealroom →, the Milwaukee BrewersDealroom has a profile for this one. Try Dealroom → and owner Mark AttanasioDealroom has a profile for this one. Try Dealroom →, and Ryan Sanders BaseballDealroom has a profile for this one. Try Dealroom →. AU co-founder and chief executive officer Jon Patricof was introduced to James by MLB Network analyst and former player Harold Reynolds; the deal took four months to close.

What's the endgame? James, who spent 28 years at Intel, is also building out Rule42's wider softball footprint. Rule42 recently acquired Softball AmericaDealroom has a profile for this one. Try Dealroom →, and its sports technology group launched an app aimed at modernising amateur athlete discovery.

The signal: A fast follow-on raise supported by higher viewership and sales numbers points to growing investor interest in women's sports and softball's player-development and scouting market.

Read more: Sports Business Journal

Image credit: curtis palmer