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Welcome to the GOALS podcast, The Business Case For Women's Sports, presented by Ally, where we explore every corner of the women’s sports industry from the field to the front office. Hosted by Caroline Fitzgerald, this podcast features interviews with leaders in women's sports that dig into topics like data insights, marketing strategies, and sponsorship deals. We believe that it’s good business to invest in women’s sports, and our #GOAL is to prove it.
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In episode #179 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Megan Hughes Allison, the President of underdog venture team – a next-generation sports marketing and live-events agency built to challenge the status quo.At underdog, Megan & her team are helping brands, leagues, and innovators reimagine the sports industry through a challenger mindset – with women’s sports as a key fixture of their mission.In this episode, Megan shares:💪 Why underdog venture team is betting big on women’s sports as an undervalued, high-potential marketplace.📈 The key white-space opportunities brands should be leaning into right now.🤝 How agencies and investors can ensure long-term, sustainable growth in women’s sports.💡 Why “being an underdog” can be an advantage in business – and in life.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #178 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline meets Jilyne Jarvis, the Co-Founder and Executive Director of ZGiRLS, which is a nonprofit that offers a confidence-building program for girls ages 11-14 from female professional athletes and Olympians.At ZGiRLS, the belief is simple: confidence is a skill, and every girl deserves the chance to build it.💪The team at ZGiRLS believes that girls aren’t born doubting themselves, but somewhere along the way, many start to. Through a curriculum co-created by Olympians, psychologists, and mental-health experts, ZGiRLS gives girls tools to understand and navigate their thoughts, build a growth mindset, and advocate for themselves while communicating what they need.In this episode, hear Jilyne share more about the work of ZGiRLS, why the program is so effective being delivered by professional & Olympic female athletes, and how ZGiRLS uses sport as a lens to build confidence that carries into every facet of life.⚡️More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #177 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with David Brickley, CEO & Founder of STN Digital to dig into the organization’s brand-new WNBA Social Rankings & Insights Report created in partnership with Zoomph.After witnessing the WNBA’s incredible growth across social media, STN Digital and Zoomph teamed up to quantify the league’s digital impact, analyzing more than 20,000 pieces of team content from the 2025 season to reveal which clubs and campaigns drove the most engagement, impressions, and media value.Highlights from the report include:💥 Indiana Fever ranked No. 1: $55.04M Social Value, 38.73M engagements, 1.17B impressions.🚀 Dallas Wings led all teams in growth: +505% engagements, +251% impressions, +344% Social Value YoY.🖼️ Static > Video on X & Facebook: photo posts nearly doubled engagement.🔁 WNBA x NBA collabs soared: 5 of the top 6 Instagram team posts were crossover moments.In this episode, hear Caroline & David discuss the report’s findings and talk about why the WNBA’s social impact is yet another proof point the league is trending up.📈More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #176 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Alanna McDonald, Co-founder and President of 3XBA, which is the premier women’s 3x3 basketball tour and youth development pipeline in the U.S.Launched in 2024, 3XBA is taking a global approach to growth by building a FIBA-sanctioned ecosystem from the ground up. The league is centered around Olympic development, youth participation, and sustainable career pathways, creating new opportunities for women athletes at every level.In this episode, Alanna shares:🌎 How 3XBA is fueling the global rise of women’s 3x3 basketball.🏀 Why 3XBA’s youth-to-pro structure is critical for Olympic development.🤝 How partnerships with USA Basketball, AWSN, Baden, Moolah Kicks, and Rough & Tumble Pub are driving growth for the league.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #175 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Michelle Henry, the Senior Vice President of Product at Hudl – a global sports technology company primarily used by sports teams to record, analyze, and share video of games and practices. Today, Hudl is used by 99% of U.S. high schools, with women & girls as the fastest-growing audience on the platform. In her role, Michelle leads at the intersection of tech & sport, helping Hudl power a more equitable and accessible sports experience for all athletes – especially women and girls.In this episode, hear Michelle share how Hudl’s schoolwide packaging helps make sports tech more equitable for female athletes, and why video storytelling is a proven game-changer for women & girls in sports. More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #174 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Megan Rose, the Managing Director and Head of Business Development Operations at USTA Coaching.The newly launched USTA Coaching is on a mission to educate & serve tennis coaches to create inspiring tennis experiences for players of all levels.From developing new pipelines to diversifying the coaching workforce, Megan and her team believe coaches are fundamental to growing tennis and achieving the USTA’s goal of reaching 35 million players in the U.S. by 2035. In this episode, Megan shares:🎾 How USTA Coaching is inspiring, supporting, and educating coaches at every level.💡 How tennis has been a leader when it comes to gender equity in sports.🔑 Why investing in women coaches is a key to unlocking the next generation of players and fans.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #173 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Tammy Parlour, the CEO and co-founder of the Women’s Sport Trust, which is a pioneering UK charity that has been driving systemic change in women’s sports since 2012.Tammy and her small-but-mighty team are working tirelessly to remove barriers for women’s sports in the UK.Through groundbreaking research and athlete programming, the Women’s Sport Trust is shaping the future of women’s sports in the UK, driving new investment, visibility, and opportunities for women athletes at every level.In this episode, Tammy shares:📊 How the Women’s Sport Trust is using research to prove and grow the audience for women’s sports.💡 Why visibility is the gateway to progress in women’s sports. 🌍 The differences (and lessons) between the U.S. and U.K. women’s sports ecosystems.📈 Why women’s sports is one of the few industries where commercial growth and cultural impact go hand-in-hand.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #172 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline welcomes Julia Muscarello & Haley Reines from Wilson Sporting Goods – two of the leaders behind the creation of Caitlin Clark’s signature basketball line.Wilson is doubling down on women’s sports by building with athletes, not just for them – with one key example being Caitlin Clark’s new signature basketball line. From concept to court, Julia & Haley share how Wilson turned Caitlin’s story into a product by melding design, tech, and accessibility for athletes from youth to pro.In this episode, Julia & Haley share:🎯 Why Caitlin was the right athlete for a groundbreaking signature line and to be the face of Wilson basketball. 🎨 The design pillars behind the four balls in Caitlin’s current signature line, and how Caitlin’s input shaped every detail.🛒 Why Wilson is betting big on women’s sports.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #171 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline welcomes Sarah Myer, the Chief of Staff & Strategy at the Indiana Sports Corp (ISC), which is Indiana’s sports commission.Traditionally, sports commissions – like the Indiana Sports Corp – have created economic development in cities & states by bringing major sporting events to town. More and more, cities are seeing the value in bidding on women’s sports events that drive business results and community impact.From hosting the 2025 WNBA All-Star Game to unveiling a bold 2050 Vision plan that names women’s sports as a core pillar, the Indiana Sports Corp is aiming to set the standard for how cities can invest in women’s sports.In this episode, Sarah shares:📈 How the ISC is building a leading women’s sports ecosystem in the U.S.🏟️ Why the state’s new Marvella Sports Complex will change the game for young female athletes.🚀 How hosting women’s events like the Final Four and WNBA All-Star drives real economic impact.💡 Why investing in women’s sports is good business for cities, states, and communities alike.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #170 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Rachel Goodger, Chief Revenue Officer, and Katherine Rowe, VP of Client Strategy & Insights at CrowdIQ, which is a data intelligence company using computer vision to analyze who’s in the stands at sporting events. The CrowdIQ team recently released a groundbreaking new report titled, “Quantifying Female Sports Fans” that reveals just how powerful and distinct female sports fans truly are.In this episode, Rachel & Katherine share:📈 What 300,000 fan data points reveal about how women engage with sports in-venue.💡 Why female fans spend 5x more than the average sports fan – and what that means for teams, venues and sponsors.👟 How women’s sports crowds are now 60% female, while men’s sports are trending toward a 50/50 gender split among younger fans.💰 Where the biggest sponsorship and merch opportunities lie among female fans.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #169 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline welcomes Sara Pollack, the Vice President and Global Head of Consumer Marketing at Pinterest.For the first time ever, Pinterest stepped into the sports arena as an official partner of the New York Liberty.After seeing the massive surge in searches related to the Liberty and the WNBA on their platform, Pinterest knew the Liberty would be the perfect partner to launch their first sports collaboration.Today, the Liberty and Pinterest are working together to celebrate women’s sports through exclusive content, in-game activations, and community outreach that reflect the energy of New York and its iconic team.In this episode, Sara shares:📈 Why Pinterest chose the Liberty for its first sports partnership.📊 The surging interest in the Liberty and WNBA on Pinterest (searches for “WNBA aesthetic” are up +1,295%).💡Why Pinterest sees women’s sports as a powerful cultural force shaping the future of fandom.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #168 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline welcomes back Kate Veronneau, Director of Women’s Strategy at Zwift and one of the driving forces behind the Tour de France Femmes avec Zwift.Since her first appearance on the podcast in 2023, Kate has helped shepherd the race into a new era. Backed by Zwift’s bold investment and mission-driven strategy, the Tour de France Femmes has become one of the fastest-growing properties in global sport – with the 2025 edition of the race breaking records for attendance, engagement, and viewership.In this episode, Kate shares:🚴♀️ The phenomenal growth of the Tour de France Femmes, including record-breaking crowds and TV audiences.📺 Why visibility and global broadcast accessibility are fueling women’s cycling fandom and participation. 📊 Data from Zwift’s impact report proving the race is inspiring women worldwide to ride and invest in the sport.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #167 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Allie Kleva, Chief Growth Officer at Athletes Unlimited.Allie has played a leading role in the launch of the brand-new Athletes Unlimited Softball League (AUSL) and helping to create a sustainable professional women’s softball league in the U.S. Backed by powerful partners like ESPN and Major League Baseball, AUSL is building on softball’s rich tradition and thriving college fandom to create a new professional pathway for athletes.In this episode, Allie shares:⚡️The origin story of the Athletes Unlimited Softball League.🥎 How AUSL delivered 20 sellouts, $1M+ in merch sales, and 150K average viewers in its inaugural season.🤝 The significance of Major League Baseball’s historic eight-figure investment in AUSL.🚀 What’s ahead in Year 2 for AUSL.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #166 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Jordan Robinson – acclaimed women’s basketball journalist, analyst, reporter, and host of The Women’s Hoop Show and She’s Got Next on Audacy.Jordan has built a dream career rooted in passion for women’s basketball storytelling.Today, she’s at the forefront of women’s basketball media, championing greater visibility for athletes, pushing for deeper coverage, and proving why investing in women’s sports is both powerful and good business.In this episode, Jordan shares:⚡️How she built her career covering women’s basketball across multiple platforms.🏀 Why now is a transformative moment for women’s basketball & women’s sports at large.📰 The urgent need for daily women’s basketball media & diverse storytelling.💰 Why more money is critical for the growth of women’s sports.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #165 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Jillian Hiscock, the founder of A Bar of Their Own in Minneapolis, which is one of the first dedicated women’s sports bars in the world. Since opening in 2024, “A Bar of Their Own” has become a hub for the women’s sports community in Minnesota and a fixture of the growing global movement of women’s sports bars. In this episode, Jillian shares:💡The “aha moment” that inspired her to open the bar.💪How she built a thriving women’s sports business from scratch.❤️Why collaboration is at the heart of the women’s sports bar movement.⚡️How Minnesota is becoming a national hub for women’s sports.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #164 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Meg Rushton, the first-ever Chief Communications Officer at the Women’s Sports Foundation.In its 51st year, the Women’s Sports Foundation is entering a new era, and Meg’s appointment signals a bold step forward. With decades of communications experience outside of the women’s sports industry, Meg brings a fresh perspective to the Foundation’s work to advance equity and opportunities for girls & women in sports.In this episode, Meg shares:🏆 Her journey into women’s sports & why now was the right time to join the industry.⚡️ What her role as CCO entails and why storytelling is central to sustaining momentum in women’s sports.💡 The key priorities on the horizon for the Women’s Sports Foundation.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #163 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Stephanie Marciano, Ally’s Head of Brand & Sports Marketing.Since joining Ally in 2021, Steph has been at the forefront of building one of the most impactful sports marketing portfolios in the industry. From leading Ally’s 50/50 pledge, WNBA partnership, and investments across golf, soccer, basketball, and more, Ally has been a leader in the women’s sports movement and has helped catalyze incredible growth and investment across the industry. In this episode, Steph shares:⚡️ Why Ally chose women’s sports as an anchor of its sports marketing strategy – and how the 50/50 pledge is reshaping the industry.🏆 How Ally evaluates ROI and the business case for investing in women’s sports.🔥 The story behind Ally’s new multi-year partnership with the WNBA.💡 Advice to other brand leaders about why now is the time to invest in women’s sports.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #162 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Megan Oglesby, an investor and board member of WPSL Pro, which is a forthcoming sanctioned Division II women’s professional soccer league. The launch of WPSL Pro will mark the first time that the U.S. has a second-division women's pro league.To date, fifteen teams have been confirmed by the league, helping to close the gap between women’s soccer opportunities at the collegiate and pro levels. In this episode, Megan shares the league’s plans and why now is the right time to build a sustainable, community-driven women’s soccer league that unlocks new markets for growth within women’s sports. More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #161 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Talia Raviv, the Global CEO of Publicis Media, and the leader of the team behind the newly launched, Women’s Sports Connect.The Women’s Sports Connect is a groundbreaking new solution from Publicis Media & Publicis Sports helping brands invest in women’s sports at scale. 🚀From media & content to sponsorships, NIL, and events, the Women’s Sports Connect program is helping to connect advertisers with opportunities to reach the women’s sports audience. In this episode, hear Caroline & Talia discuss how Publicis is solving the fragmentation problem when it comes to women’s sports media, unlocking real business outcomes for brands, and making sure women’s sports don’t get left on the sidelines.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #160 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Amanda Vandervort, the President of the Gainbridge Super League (formerly known as the USL Super League), and Mike Nichols, the Chief of Sponsorship Strategy & Activation at Group 1001, parent company of Gainbridge.In April 2025, the USL Super League and Gainbridge announced a historic multi-year partnership that included naming rights.The deal made Gainbridge the first-ever entitlement partner of a professional soccer league in the United States. In this episode, hear:What’s on the horizon for the Gainbridge Super League.Why Gainbridge is dedicating over 40% of its sports sponsorship dollars to women’s sports.Why it’s great business to invest in women’s soccer. 🗓️ Save-the-date! The Gainbridge Super League kicks-off on Saturday August 23, 2025 and will run through May 2026. More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
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