I’m a sport management, marketing, and communication academic with nearly 12 years of full-time experience working as a professor and researcher at universities in the United States, New Zealand, Australia, and 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 enough 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-edited a book titled The Routledge Handbook of the Business of Women’s Sport along with Dr. Nancy Lough from UNLV, which was published in June 2019. I’m now working on the third edition of Strategic Sport Communication with Drs. Paul Pedersen, Pam Laucella, and Ted Kian. 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, ethics, legal issues, sport sociology, and sport facilities.

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