What We Do

GOALS is a start-up consultancy & media platform that is fully dedicated to growing the business side of women's sports.

The stories are all too common: pay gaps on & off the field, exploitation, lower endorsements, poor facilities, lack of coverage; the list is endless.

Women's sports deserve more. More money. More sponsors. More opportunities. More support. More coverage. Much, much more.

At GOALS, we believe women’s sports are the most exciting trend in the sports industry right now - and the most undervalued. 

Currently, women's sports receive less than 1% of global sponsorship dollars, despite research that shows that sponsors of women’s sports teams actually see better returns on their investments than sponsors of men’s sports teams.

So, we're on a mission to show brands, networks, and investors that it's good business to invest in women's sport.

We do this by:

  • Working with professional women’s sports team & organizations to help them earn more revenue by signing corporate sponsorships.
  • Consulting on special marketing, activation and media projects within the women's sports industry.
  • Creating unapologetic & educational content about the social & economic value associated with investing in women's sports, including our flagship podcast:🎙️The Business Case For Women's Sports, presented by Ally.

GOALS was founded by Caroline Fitzgerald in August of 2020. Learn more about Caroline here