Why Investing in Women’s Sport is Good Business, with Caroline Fitzgerald

by EngageRM

31 August 2023

We’ve reached the final episode of our Women’s World Cup mini-series, and what better way to wrap it all up than with the founder and CEO of GOALS Caroline Fitzgerald.

Caroline has always held a passion for women’s sports which stemmed from her own experience growing up. She’s always been on the lookout for a way to contribute to creating a more equitable sports world.

Currently, women’s sports receive less than 4% of media coverage and less than 1% of sponsorship dollars, so Caroline set off to change that. She launched GOALS in 2020 to bring more investment into women’s sports, and show brands, networks, and investors that it’s good business to be in the business of women’s sports.

Show Highlights

The business case for investing in women’s sport
Seeing the conversation around investment shift from explanation to involvement
How Angel City FC’s sponsorship strategy leads the field

A little more on Caroline

Caroline has always had a fire in her soul for empowering women through sports and has experienced the profound impact that a positive sporting experience can have on young women and girls.

Currently, women’s sports receive less than 4% of media coverage and less than 1% of sponsorship dollars. However, despite a significant lack funding, opportunities, and support for women’s sports, the industry is on an upward trajectory. Deloitte has projected that women’s sports will soon be a $1B dollar industry, and in this past year we’ve seen women’s sports have record-breaking viewership, social media engagement, sponsorship deals, merchandise sales, and more.

All of this made her think: if women’s sports are seeing glass-shattering results – despite a gross lack of resources – what could happen if they were properly funded?

So, Caroline started GOALS because she believes the rise of women’s sports is the most exciting trend in sports today, and that brands, networks, and individuals would be wise to invest in women athletes.

Interested in the incredible work Caroline does?

Find her on LinkedIn

Learn more about GOALS here

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