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Wasserman launches division to market female athletes

Sports marketing and management agency Wasserman has launched The Collective, a new division that will focus on raising the visibility of women across the sports, entertainment and culture sectors.

The launch comes on the back of the Fifa Women’s World Cup in France, which was won by the USA for the fourth time. Wasserman represents a number of US players, including star players Megan Rapinoe and Alex Morgan, and its new division is designed to deliver strategy, insights and ideas for brands that are focused on empowering and speaking to women.

Other high-profile sportswomen represented by Wasserman include swimmer Katie Ledecky and basketball stars Sue Bird and Maya Moore. It is hoped the new division will help provide increased opportunities for women in sport.

Wasserman announced the launch of The Collective yesterday (Thursday). A post on the division’s new website reads: “An agency empowering women to elevate brands, businesses and careers while leading impactful change in our communities and industry.”

Casey Wasserman, the agency’s founder, told the New York Times newspaper: “We believe there is a significant opportunity for the athletes to attract meaningfully more marketing engagement and awareness and dollars.”

The Times reported that The Collective will have a small staff to work on day-to-day operations, while Wasserman executives and agents will work on projects for the division. The Collective will seek to support athletes, who would remain represented by their agents.

Deadline has also reported that the Wasserman Foundation has committed to providing $1m (€888,000) to fund charity programmes that champion women in sports and entertainment. Programmes set to benefit from the funding include Women in Sports and Events, and Los Angeles’ Evolve Entertainment Fund.