In September 2022 I entered my 15th year as a full-time university faculty member. I’ve worked at universities in the United States, New Zealand, Australia, and now the United Kingdom, where I am the Director of the Institute for Sport Business and a Reader in Sport Business at Loughborough University London. In the past I also served as the Equality, Diversity, and Inclusion Committee Chair at LUL.

Over the course of my career I have published extensively on the topics of sport marketing and communication with a specific focus on athletes’ and sport organisations’ use of social and digital media, as well as the media portrayals of athletes with regard to race, gender, and nationality. According to Google Scholar, I am the most-cited sport media scholar in the world and fifth most cited sport business scholar. In 2020 I published the third edition of the book Strategic Sport Communication along with Drs Paul M. Pedersen, Pamela Laucella, and Ted Kian. In 2019 I published The Routledge Handbook of the Business of Women’s Sport along with Dr. Nancy Lough. My research has appeared in numerous peer-reviewed journals, books, and encyclopedias. I have been fortunate to present my research at conferences and invited lectures in countries around the world, including the United States, Canada, Mexico, Germany, Spain, Australia, New Zealand, Ireland, Norway, Sweden, Austria, Finland, France, South Korea, and the United Kingdom. In 2015, I was named a North American Society of Sport Management (NASSM) Research Fellow in recognition of my outstanding contributions to the field of sport management.

I currently serve as an Associate Editor for two peer-reviewed journals: European Sport Management Quarterly and Managing Sport and Leisure. I also serve on the editorial boards of five other academic journals and I’m a professional member of the European Association for Sport Management (EASM) and NASSM, where I served on the Executive Council from 2017-19.

Please browse the links on this page to learn more about who I am and my research, teaching, and service.


I’ve been teaching at the university level since 2004, and have taught undergraduate, Master’s, and PhD courses focused on topics such as research methods, marketing, communication, journalism, innovation, strategic management, sponsorship, consumer behaviour, sociology, ethics, and facility management.


Research is one of my favourite aspects of my job and I also love helping to guide students in their research. I primarily examine marketing and communication issues in sport, focusing on athletes’ and sport organisations’ utilisation of social media. My research has been published in over 40 peer-reviewed journal articles, 16 book chapters, and three books, and I’ve been able to present my work all over the world.

Service to the Field

I am very committed to providing service to my field of sport management, and currently serve in a wide range of associate editor and editorial board roles. In the past I’ve served on committees and the executive councils of both the Sport Marketing Association and the North American Society for Sport Management. I currently serve as the Chair of the New Researcher Award panel for the European Association for Sport Management.