Aman Verma In its new “Power Moves” campaign, QuickBooks champions entrepreneurs behind women’s sports—not just the athletes on the field.
Accounting software doesn’t often feature in conversations about cultural momentum. But with its latest campaign, Intuit’s QuickBooks is betting that women’s sports—and the business leaders powering them—can change that.
“Power Moves,” QuickBooks’ new brand initiative, sidesteps the usual playbook of athlete endorsements. Instead, it spotlights the business minds behind the growing women’s sports ecosystem: media executives, bar owners, merchandisers, and retired players-turned-entrepreneurs. The aim? To align QuickBooks with the rise of women’s sports while resonating with small-business owners navigating real-world financial challenges.
“QuickBooks will always try to tap into culturally relevant moments with authenticity, and nothing says that more than female sports right now,” said Cathleen Ryan, VP of Marketing at QuickBooks, in a recent interview. The campaign comes as viewership and sponsorship in women’s leagues—from the WNBA to the NWSL—hit record highs, attracting more attention from marketers eager to ride the wave.
By focusing on business operators rather than on-field talent, QuickBooks makes a strategic pivot: from celebrating performance to enabling it. The featured entrepreneurs aren’t household names—but they are the ones managing payrolls, balancing books, and scaling operations. In other words, they’re exactly who QuickBooks is built for.
As small-business marketing becomes increasingly cluttered with purpose-driven narratives, QuickBooks is choosing authenticity over spectacle. If the campaign succeeds, it may well redefine how software brands engage with culture—not by chasing visibility, but by standing where the real decisions are made.
