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I’m a sport management, marketing, and communication academic going into my 13th year of working full-time as a professor and researcher at universities in the United States, New Zealand, Australia, and now the United Kingdom. I currently serve as a Reader and the Programme Director for the MSc in Sport Marketing in the Institute for Sport Business at Loughborough University London.

My research primarily examines the utilisation of new media by sport organisations and athletes, user-generated branding in sport, and media portrayals of athletes of differing gender, race, and nationality. My work has been published in numerous academic journals, books, and encyclopedias, and I’ve been fortunate to present my research around the globe, including the United States, Mexico, Canada, Germany, Spain, Ireland, Norway, Sweden, Australia, New Zealand, and South Korea. In 2015 I received the North American Society for Sport Management (NASSM) Research Fellow Award, recognising my research contributions to the field of sport management.

I recently co-authored the third edition of the book Strategic Sport Communication with Drs. Paul Pedersen, Pam Laucella, and Ted Kian, and in 2019 I co-edited a book titled The Routledge Handbook of the Business of Women’s Sport along with Dr. Nancy Lough from UNLV. In addition to my research, I serve as an Associate Editor for three academic journals and am an Editorial Board member of five other academic journals. Since 2004 I have taught several different university courses at the undergraduate and graduate levels on topics such as research methods, public relations, marketing, communication, journalism, sales management, sponsorship, strategic management, innovation, ethics, legal issues, sociology, and facilities.

Please browse the menu above to learn more about me, my research, service, and teaching.