Caroline Fitzgerald

Caroline Fitzgerald
Pronouns: she/her

Professional Bio

Caroline Fitzgerald (she/her) is the CEO and founder of GOALS—a women’s sports marketing consultancy and media platform. Caroline launched GOALS in 2020 after recognizing that there was an opportunity to help women’s sports teams sign more sponsorship deals and help brands see the business value of investing in women’s sports. GOALS also produces the leading women’s sports business podcast The Business Case for Women’s Sports, which is presented by Ally. Before launching GOALS, Caroline worked for more than ten years as a marketing and sponsorship sales professional for a variety of organizations, including Kohl’s Department Stores, the Smithsonian-affiliated Heinz History Center museum, and the DICK’S Sporting Goods Pittsburgh Marathon. While at Penn State, Caroline served as the merchandise director for THON 2011; a Lion Ambassador; a member of the Women’s Club Basketball Team; a member of TRIOTA, Penn State’s Women’s, Gender, and Sexuality Studies Honor Society; a resident assistant; and a student program associate at Penn State’s Center for Gender Equity for four years. Caroline also holds a master of science degree in global sport from New York University. She lives in Pittsburgh, Pennsylvania.


’12 Women’s Studies, Marketing
Caroline Fitzgerald
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