93: Caroline Fitzgerald – Making The Business Case For Investing in Women’s Sports

In this Episode

A few years back when Goals Sports founder, Caroline Fitzgerald, learned that women’s sports receive less than 1% of global sponsorship dollars, she knew she had to do something. She also knew about the 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 she set out to show brands, networks, and investors that it’s good business to invest in women’s sports.

Over the last couple of years, women’s sports viewership numbers have been hitting record highs. A lot of impressive stats have been thrown around, like ‘women’s sports is set to become a billion dollar industry in 2024’ and ‘the percentage of sports media dedicated to women is up from 4% to 15%.’

But what does that really mean?

• How are these numbers calculated?
• Is a billion dollars or 15% actually good in the business of sports?
• What are the business advantages of investing in women’s sports?
• What can we all do to help to help the industry grow to create more opportunities for women’s sports and athletes?

It all gets unpacked as Sara and Caroline make the business case for women’s sports.