Caroline Fitzgerald

Caroline Fitzgerald
Pronouns: she/her

Professional Bio

Caroline Fitzgerald is the CEO and founder of GOALS—a women’s sports marketing consultancy and media platform based in Pittsburgh, Pennsylvania. Caroline launched GOALS in 2020 after recognizing that there was an opportunity to help brands, networks, and fans see the social and economic value that can come from 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.

Caroline graduated from Penn State with bachelor's degrees in Women’s Studies and Marketing in 2012 and also holds a master of science degree in global sport from New York University. 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 is also one of eight siblings, all of whom are Penn State graduates.


’12 Women’s Studies, Marketing
Caroline Fitzgerald
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