The Collective® Think Tank

The Collective® Think Tank was founded to encourage and empower a global consortium of thought leaders to work with industry partners to drive measurable change.

Made up of more than 20 colleges and universities globally, The Collective® Think Tank conducts research and shares insights into issues surrounding gender parity and diversity. The first-of-its-kind initiative brings together researchers at academic institutions to gather and disseminate insights and information to promote more opportunity for women to succeed in sports, music, and entertainment. The group publishes white papers and thought leadership content across various topics to raise awareness of issues among fans, consumers and participants. Think Tank professors bring layers of expertise that Intersect diversity, gender equity, sports, music, entertainment, and culture.

Industry Projects

Through conversation with professors, it became clear that there is a disconnect between industry and academia. The thought leadership from the professors helps to share the research they have done across their tenure, however, we are also able to provide real world research opportunities to students by applying their learnings with current industry needs.

  • Ryerson University students gathered and analyzed scholarly journals and composed a white paper to enhance the knowledge of sports retailers on the mindset of the Gen Z sport consumer and the valuable opportunity to target female sport consumers and athletes.

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  • A multi university in-depth survey that asked hundreds of early professionals and students about their experiences entering into the sports business industry. Seeking to understand how to better serve underrepresented individuals and communities in the industry, we set out to articulate where mistreatment and inaccessible resources play a role with the hopes of providing tangible solutions to our next generation of sport leaders.

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  • Students from the University of Oregon completed a capstone project in collaboration with The Collective on additional behaviors, profiles, demographics, and more, of Gen Z women who are engaged with sport.

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  • A custom, US-wide survey distributed to an 18-40 age group of 300 participants. This was followed by interviews to further understand their consumption, behavior and preferences regarding women’s soccer as well as to identify the differentiators between Olympic, USWNT and NWSL faRead Morendom. This study was done with Suffolk University and The North Carolina Courage.

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Our research and insights projects have allowed us to publish or co-publish several papers that have generated press, changed policies and positioned The Collective® and Wasserman at the forefront of change, alongside our amazing academic partners. Leveraging resources unique to Wasserman and The Collective, we strive to showcase the work of these professors on industry platforms in an effort to bridge the gap between industry and academia.

Thought Leadership

The Collective® Think Tank Members

  • Dr. Shannon Kerwn

    Brock University

  • Dr. F Michelle Richardson

    Coppin State University

  • Sherida Morrison

    Coppin State University

  • Dr. Jacqueline McDowell

    George Mason University

  • Dr. Lisa Delpy Neirotti

    George Washington University

  • Dr. Ellen Staurowsky

    Ithaca College

  • Alyssa T. Bosley

    James Madison University

  • Dr. Katja Sonkeng

    James Madison University

  • Dr. Andrea Geurin

    Loughborough University London

  • Dr. Bri Newland

    New York University

  • Martha Brown

    North Carolina State University

  • Christina Mehlon

    Ohio University

  • Dr. Melissa Davies

    Ohio University

  • Dr. Cheri Bradish

    Ryerson University

  • Dr. Mujde Yuksel

    Suffolk University

  • Dr. Courtney Flowers

    Texas Southern University

  • Dr. Ann Pegoraro

    University of Guelph

  • Dr. Katie Lebel

    University of Guelph

  • Dr. Isabell Mills

    University of Indianapolis

  • Dr. Nancy Lough

    University of Las Vegas Nevada

  • Dr. Ajhanai (AJ) Keaton

    University of Louisville

  • Dr. Nefertiti Walker

    University of Massachusetts

  • Dr. Nicole Melton

    University of Massachusetts

  • Barbara Osbourne

    University of North Carolina

  • Danielle Smith

    University of North Carolina at Chapel Hill

  • Lauren Anderson

    University of Oregon

  • Dr. Janelle Wells

    University of South Florida