Background
As an undergraduate, I studied in the sport management program at Brock University. While I always planned to go into industry after I finished my degree, Dr. Craig Hyatt’s SPMA 4P85 class shifted my sights to the master’s program where I was fortunate enough to secure Dr. Hyatt as my supervisor.
Currently, my work is focused on psychological and sociological antecedents to sport consumer behaviour within sport marketing. In this regard, my research currently focuses on how sport consumers navigate adverse events. Of importance here is how sport organization may leverage strategies for to garner and retain support. From a business perspective, I am fascinated by exploring what factors drive growth in fandom and consumption. Translated to application, this means to provide accurate and targeted marketing/communication practices for driving growth in revenue.
I joined the Centre of Sport Capacity to assist in knowledge mobilization. I believe that my research could be used directly in industry. I hope through membership, I will be able to contribute my expertise to relevant industry partners and receive support in mobilizing my knowledge.
Current Projects
Currently, I am working to complete my master’s thesis. This is a qualitative research project aiming to understand the impact of the upstart men’s professional golf league called LIV Golf, as it attempts to rival the traditional, historically dominant PGA Tour. Since the beginning of my thesis, the organizations have since announced a merger, meaning I am now examining the fan perspective on the events of LIV Golf through the announcement of the merger.
I am currently writing my findings for my thesis, focusing specifically at how golf becomes “sacred” to participants, and how that influences their thoughts, feelings, and behaviours toward LIV Golf and the announcement of the merger. With the sacred elements of golf, it seems as though the sport operates as a sort of quasi-religion entity in the modern industrialized world, encompassing a variety of reactions of fans. With this, I hope to contribute to relevant literature of how sport can indeed carry “sacred” elements, which must be considered in the marketing of a sport object.
Industry work
Last summer, I completed a research project with the Niagara River Lions to help achieve their organizational goal surrounding increasing attendance. To utilize my consumer expertise and research skills, I drew from academic literature in consumer behaviour, psychology, and marketing to create and conduct a survey. With the findings, meaningful recommendations were made to stakeholders on how they could utilize marketing dollars more effectively to increase attendance.
I hope to do more industry research this coming summer.
Are you involved in any clubs/associations?
Throughout my undergraduate and master’s degrees, I have been a member of the Brock University cross country and track and field teams.
What is your Favourite TV Show?
The Office.
What are your current Hobbies and Interests?
I am very into the research right now. Running is my other major hobby. More minor hobbies include watching professional sport, hiking, and biking.
What’s your Favourite Sport?
Running is my favourite participatory sport while American football is my preferred spectator sport.
Achievements/Memorable Moments
I would say that in my personal life, running my final collegiate OUA cross country race comes to mind as the most significant. I had been training for many years to that point and seen the team improve significantly over my tenure. This race was our last chance to qualify for the USports (Nationals) or my cross-country running career for Brock would be over. My parents and other significant people in my life came to watch and it was a highly emotional day to finally qualify for USports after 5 years on the team.
In terms of research, the day I was accepted to the MA program is not a day I will forget soon. Dr. Hyatt called me down from my hometown of Guelph to meet him in his office and informed me that he would take me on as his grad student. That was pretty surreal, and I could not wipe the grin off my face after.
Future Plans
In the future, I plan to pursue my PhD and become a university professor and researcher. I have enjoyed the research journey so far, and I hope to continue down this path, while also leveraging my work to help industry.