Wasserman’s The Collective agrees NEW ERA partnership to empower female sports leaders

SportsPro and Wasserman have announced a multi-faceted agreement that will see The Collective become an executive partner of the NEW ERA sports industry gender equality programme.

The Collective, Wasserman’s female and gender diverse-focused division, will now play a key role in enhancing NEW ERA by supporting the initiative’s programme and community, as well as powering additional activations. 

The Collective will have a presence across NEW ERA activity, community and content, as well as hosting special events.

In addition, The Collective and SportsPro will collaborate on bespoke editorial projects, including a co-authored report on female leadership in sports.

Thayer Lavielle, executive vice president, The Collective, said: “We’re incredibly excited to be joining forces with SportsPro for the inaugural class of the NEW ERA programme this year. Wasserman’s The Collective was created to advance the power of women through resources, collaborations and community.

“The power of a collective group of women coming together to find solutions and support each other is powerful and can be industry defining. We are honoured to be an extension of the NEW ERA programme and continue our mission alongside these fierce and fearless leaders.”

Jon Abraham, director of operations and strategy, SportsPro, added: “I’m absolutely delighted to welcome The Collective and the wider Wasserman team as our first partner of SportsPro’s NEW ERA initiative. The work Thayer and the team are doing to create change for women and raise their visibility is inspiring and totally aligned with our objectives of NEW ERA.

“Our aim is to recognise, support and advocate for a new era of gender representation within the international sports industry, so it makes total sense and is incredibly exciting to work directly alongside those that are already so committed to similar values.

“I look forward to The Collective directly helping our class of 2022, steering group and the growing NEW ERA community throughout this year, as well as seeing the impact of the content and in-person activities that bring it to life even further.”