H&R Block: Championing equity for collegiate women athletes

United States tax preparation firm H&R Block created A Fair Shot, to highlight gender inequality in university sport sponsorship and win Gen Z consumers.

Situation Overview

On July 1, 2021, the new NCAA Name, Image, Likeness (NIL) rule change went into effect and turned college athletes everywhere into potential small business owners. It quickly became clear these new revenue streams would lead to new and complicated taxes. Brands made their moves as college football season kicked into gear. Rumors swirled around seven-figure deals for QBs who hadn't played a single quarter in a college game, but female college athletes were not getting the same opportunities as men. Male student athletes had received 67.3 percent of the total compensation in collegiate sports as of December...

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