Lang Chair in Sport Management Ann Pegoraro joins the Collective Think Tank, a global initiative which partners academic institutions, brands, properties, and media companies to share data to achieve gender equality in sport.
The Think Tank – operated by sports and entertainment marketing agency Wasserman’s women-focused division, The Collective [1] – will research the inequities of women in sports to garner insights that inform action. The group will publish ongoing thought leadership across a multitude of topics that affect women in sports to raise awareness of issues among fans, consumers and participants. Lang Chair Ann Pegoraro [2] will lead the Lang School’s involvement to help build new ideas around gender equality which will be amplified and supported by the group.
“Research shows that organizations with women in the C-Suite perform better, and there is evidence that gender equality, particularly in education and employment, contributes to overall economic growth,” says Pegoraro. “The Collective Think Tank and its focus on gender equality in sport and entertainment has the opportunity to make a substantial contribution, I am keen to be involved in the coming transformation.”
Pegoraro’s involvement in the recently launched research hub for gender equity in sport [3] is a natural fit for this new global think tank. “I am able to bring the work of our Network together with the work of the Collective, which will provide an unprecedented opportunity to collaboratively focus on moving the needle on gender equity in sport,” says Pegoraro.
The Think Tank will also provide research opportunities for graduate students in the Lang School. “Students will have the opportunity to undertake real-world research, using their skills and knowledge to help provide evidence-based solutions to the issues around gender equity.”
The Collective Think Tank will launch this fall with ten research projects focused on the many facets of a woman’s fandom (consumption, purchasing power, effects of social justice) and how women who work in the business of sport are represented (sexism, lived experiences of underrepresented women). Several of those projects will be led by students, while the balance will be led by the expertise of academics.
Comprising 10 university partners, including the Lang School, the Collective Think Tank spans the globe. The entity will also work in concert with brand partners such as AT&T, and espnW, who have an aligned focus on evolving the women’s sports landscape. Wasserman’s representation of over 160 of the world’s most elite women in sports means The Collective Think Tank can also draw upon their seasons of experience, where needed.
The schools participating in the Think Tank are George Mason University, Ohio University College of Business, Ryerson University, University of Oregon, University of Nevada, University of Massachusetts Amherst, University of North Carolina, University of South Florida, Sports Business Club at the University St. Gallen (Switzerland).
The group is jointly led by Thayer Lavielle, EVP, The Collective, and Shelley Pisarra, EVP, Wasserman Global Insights and Strategies. “The opportunity to partner with some of the world’s leading experts in the field is a privilege. 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,” says Lavielle. “Ultimately, with this group, we aim to better the ecosystem for the many women who participate therein.”
“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. 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,” said Pisarra. “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.”
About Wasserman
Wasserman is a partner to the world’s most iconic brands, properties and talent in their endeavours across sports, entertainment and culture. Our purpose is to transform the businesses and careers of clients. Founded in 2002 and headquartered in Los Angeles, Wasserman operates globally in more than 20 cities, including London, New York, Toronto, Raleigh, Carlsbad, The Hague, Portland and Shanghai. Learn more at TeamWass.com and follow us on Twitter, Instagram and LinkedIn.
