A partnership, and a platform for pay equity.
We launched “A Fair Shot” on March 1, 2022, announcing $1 million in sponsorships for female collegiate athletes starting with basketball stars Caitlin Clark and Zia Cooke — leaders on and off the court. The full female roster was built and revealed over the following weeks, spanning a variety of sports, universities and geographic locations. Each athlete was asked to use her voice to authentically speak about equity in college athletics and their NIL experiences. Not only were they receptive to a sponsorship, they were passionate about the path they were helping pave for the next generation. As the athletes announced their partnerships with H&R Block on their social platforms, it grabbed the attention of teammates, coaches and fans. Equally important, the campaign grabbed the attention of a purpose-driven Gen Z audience, the audience most important for the continued growth of H&R Block.