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he Collective, the division of international agency, Wasserman, dedicated to women’s sport and entertainment, has launched a first-of-its-kind think tank for women in sport.

The Collective Think Tank will have researchers from academic institutions and sports organisations, including properties, brands, and media companies, join together to collect and evaluate insights and information, in an effort to ‘promote more opportunity for women to succeed in sports.’

A statement released by The Collective said the think tank will focus on creating ‘solution-based strategies for industry-changing activations, campaigns and platforms.’

The Collective executive vice president, Thayer Lavielle, who will lead the think tank alongside Shelley Pisarra, said an initial ten research projects are planned already, with topics including female fandom, consumption and purchasing power, and how women who work in the business of sport are represented.

“The opportunity to partner with some of the world’s leading experts in the field is a privilege,” Lavielle said, discussing the work the think tank will do with brand partners including AT&T, Nationwide and Royal Bank of Canada (RBS), ESPNW, and Concacaf.

“To provide data and insights, coupled with the participation of brands, properties and media partners who can provide actionable solutions to these insights, is exciting beyond belief.

“Ultimately, with this group, we aim to better the ecosystem for the many women who participate therein,” she said.

Pisarra said the purpose of the think tank is to make a tangible, positive change for women in sport.

“Women in sports, as participants, fans, and consumers, currently face inequities ranging from a lack of exposure, to limited access and pay, and everything in between,” Pisarra said.

“Our goal with the think tank is to uncover the underlying basis for these inequities and address them head-on to set women on a clearer path to parity.

“We want to look at all angles of the industry and, by tapping into an incredible group of academic experts, we feel confident we can make a tangible, positive change,” she said.