Caroline Fitzgerald

About Caroline Fitzgerald

Starting an organization like GOALS was something that had been on my mind for a long time. I’ve always had a fire in my soul for empowering women through sports, and I\'ve always centered my life around sports because as an athlete, coach, and sports industry professional, I have personally experienced the profound impact that a positive sporting experience can have on young women and girls.It wasn\'t until 2020 though that it became clear to me how I could help contribute to creating a more equitable sports world. WNBA Commissioner Cathy Engelbert said, “If these two facts are right: 84% of sports fans are interested in women\'s sports, and women control 85% of US spending power, we should be able to really transform the way women\'s sports are valued.” When she said that, it occurred to me just how much untapped potential there is in the women\'s sports industry. Currently, women\'s sports receive just 15% 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 be $1B dollar industry in 2024, and almost every day it seems like we see record-breaking viewership, social media engagement, sponsorship deals, merchandise sales, and more in women\'s sports.All of this made me think: if women\'s sports are seeing glass-shattering results - despite a gross lack of resources - what could happen if they were properly funded? I started GOALS because I believe women\'s sports can be BIG business - and that the rise of women\'s sports is the most exciting growth trend in sports today. It is absolutely amazing what the women’s sports industry has been able to accomplish with such limited resources and through our work at GOALS, we aim show brands, networks, and fans that it’s good business to champion women’s sports.We have a long way to go until gender equality is reached in sports, but I believe the #GOAL is achievable. I’m humbled to be part of the women\'s sports movement and know that together, we will create a more equitable sports world for all-Caroline

Experience

1. CEO & Founder

   Goals

   Aug 2020 — Present · Pittsburgh, PA, US

   GOALS is an independent digital media company exclusively dedicated to covering the business side of women’s sports. Our #goal is simple: to make the business case for women’s sports by showcasing the economic & social value created when brands, leagues, investors, and fans show up for women athletes.Across our social channels, newsletter, Substack, and our flagship podcast - The Business Case for Women’s Sports, presented by Ally, which was named 2024’s Best Women’s Sports Podcast by Hashtag Sports - GOALS delivers data-driven storytelling, industry insights, and feminist thought leadership to advance equity and accelerate investment in women’s sports.

Education

• New York University

  Masters, Global Sport

• Penn State University

  The Schreyer Honors College, Bachelor of Applied Science (B.A.Sc.) , Marketing & Women's Studies

  2008 — 2012