When I think about relevance — what matters, what moves us, what shapes our future — I return to the power of sport as a force for transformation. Sports have taught me teamwork, grit, sportsmanship, and the value of showing up — especially when it’s hard.
After graduate school, I rode my road bike across America. For massive stretches at a time it was just me and the road facing an average of 85 miles a day of sheer persistence. Years later, I crossed the finish line at Ironman Lake Placid, exhausted but exhilarated. I only dared to undertake these challenges based on a childhood of sports, which included competitive swimming and the ultimate team sport: “crew” for those who know it. These experiences didn’t just shape me — the hours of hard work and camaraderie prepared me for leadership and for life.
Our Mars partnership with the Washington Spirit of the National Women’s Soccer League (NWSL) is a meaningful personal and professional endeavor. What started with our SNICKERS® logo on a jersey has grown into a One Mars community-first partnership that lives in our backyard and inspires our Associates.
It isn’t just about logos and activations. It’s about relevance. Women’s sports are no longer a side story — women’s sports are THE story. Between 2022 and 2024, revenue from women’s sports grew 4.5 times faster than men’s sports, with projections estimating a $2.5 billion market by 2030. These aren’t anomalies — these are signals of change.
The U.S. Women’s National Soccer Team (USWNT) has been a beacon in this movement. Their fight for equal pay wasn’t just about dollars — it was about true equality. Their $24 million settlement with U.S. Soccer set a precedent, and their willingness to fight for what’s right inspired millions. At the 2024 Paris Olympics, women made up 53% of Team USA — the largest female delegation in history. These athletes don’t just win medals — they win minds and change times.
Three standout players from the Washington Spirit — Trinity Rodman, Ashley Hatch, and Tara McKeown — are proudly representing the US women’s national team (USWNT), further shaping the future of the sport, while inspiring future athletes and girls everywhere.
M&M’S also partnered with Aubrey Kingsbury, the Spirit’s veteran goalkeeper and two-time NWSL Goalkeeper of the Year. During the offseason, we supported her passion for baking through a unique “name, image and likeness” NIL-style collaboration — a topic we covered at the USC Center for PR Advisory Board meeting put directly into practice. Aubrey traded her goalie’s gloves for oven mitts and interned at a local bakery, learning the business side of her dream to one day open her own bake shop. At Mars, we were proud to support her entrepreneurial spirit because true mutuality means consideration and care for the whole person.
Much of this momentum is made possible by visionary leadership — none more impactful than Michelle Kang, majority owner of the Washington Spirit. She has expanded globally, acquiring French and London-based women’s teams, and launching Kyniska, the first multi-team organization focused on professionalizing women’s football. Kang is not just building teams — she’s building a movement.
In previous Relevance Reports, I’ve written about the dangers of polarization and the erosion of truth in public discourse. I’ve argued that relevance is earned — not claimed — and that today’s leaders must be fluent in both strategy and empathy. I’ve called on communicators and corporations alike to galvanize young people to participate in civil society and to lead. Because relevance isn’t just about being seen — it’s about driving positive societal impact in the world around you.
As a lifelong athlete, a mother of three, and a corporate leader, the lessons I learned through sport — resilience, cheerful optimism even when you’re on the physical and emotional brink, teamwork, leadership — are those needed to create a better world. And I believe that by investing in women’s sports, we’re not just changing the game — we’re changing our future.
Jessica Adelman is senior vice president of corporate affairs at Mars Wrigley and communications and change leader for the integration management office supporting the proposed Mars and Kellanova merger. She oversees global communications and serves as vice chair of the Mars Wrigley Foundation. Previously, Adelman was chief corporate affairs officer at Kroger, where she co-created the Zero Hunger Zero Waste Plan, recognized on Fortune’s Change the World List. She has also held leadership roles at Syngenta and Cargill. She is a member of the USC Center for PR board of advisers.