Patrick Walsh

Assistant Professor
Kinesiology

ptwalsh@indiana.edu
(812) 856-0868
PH 174

Education
  • University of Minnesota, Ph.D. in Sport Management, 2008
  • Canisius College, M.S. in Sport Administration, 2002
  • Syracuse University, B.S. in Marketing, 2000
Courses
  • P418 Sport Marketing
  • K614 Sport Sponsorship and Retention
  • K514 Sport Marketing and Sponsorship
  • K690 Seminar in Sport Marketing
Background
  • Assistant Professor of Sport Administration, University of Miami (2009-2010)
    
  • Visiting Assistant Professor of Sport Administration, University of Miami (2008-2009)
    
  • Vice President, University of Minnesota Sport Business Institute (2007-2008)
    
  • Graduate Teaching Assistant of Sport Management, University of Minnesota (2005-2008)
    
  • Associate, Velocity Sports and Entertainment (2002-2005)
    
  • Catalog/Internet Coordinator, Buffalo Bills (2000-2002)
    
Research Interests

My research focuses on the brand management of sport organizations. Specifically, I am interested in examining brand extensions in sport, the brand associations that consumers hold for sport teams, and how various marketing activities might enhance or dilute the brand equity of sport organizations. In addition, I am also interested in the impact that sport video games are having on the sport industry. This research studies the effectiveness of in-game advertising and brand placement within sport video games.

Selected Publications

Walsh, P., Zimmerman, M., Clavio, G, & Williams, A. (in press). Comparing brand awareness levels of in-game advertising in sport video games featuring visual and verbal cues. Communication and Sport.

Walsh, P., Rhenwrick, I., Williams, A., & Waldburger, A. (in press). Brand extension or team licensed product? An examination of consumer awareness of two distinct brand strategies. Sport, Business, Management: An International Journal.

Walsh, P., Clavio, G., Lovell, D., & Blaszka, M. (in press). Differences in event brand personality between social media users and non-users. Sport Marketing Quarterly.

Walsh, P., Clavio, G., Mullane, S., & Whisenant, W. (in press). Brand awareness and attitudes towards political advertisements in sports video games. Public Organization Review: A Global Journal.

Clavio, G., & Walsh, P. (in press). Dimensions of social media utilization among college sport fans. Communication and Sport.

Clavio, G., Walsh, P., & Vooris, R. (in press). The utilization of Twitter by drivers in a major racing series. International Journal of Motorsports Management.

Clavio, G., Walsh, P., & Coyle, P. (2013). The effects of gender on perceptions of team twitter feeds. Global Sport Business Journal, 1(1), 1-14.

Clavio, G., Kaburakis, A., Pierce, D.A., Walsh, P., & Lawrence, H. (2013). College athlete representations in sport video games. Journal of Issues in Intercollegiate Athletics, 6, 57-80.

Walsh, P., & Lee. S (2012). Development of a brand extension decision-making model for professional sport teams. Sport Marketing Quarterly, 21, 232-242.

Walsh, P., Chien, J., & Ross, S. (2012). Sport teams as brand extensions: A case of Taiwanese baseball. Sport Marketing Quarterly, 21, 138-146.

Williams, A., Pedersen, P., & Walsh, P. (2012). Brand associations in the fitness segment of the sport industry in the United States: Extending spectator sport branding conceptualizations and dimensions to participatory sport. International Journal of Sport Marketing and Sponsorship, 14, 34-50.

Frederick, E., Lim, C., Clavio, G, & Walsh, P. (2012). Why we follow: An examination of parasocial interaction and fan motivations for following athlete archetypes on Twitter. International Journal of Sport Communication, 5, 481-502.

Blaszka, M., Burch, L., Frederick, E., Clavio, G., & Walsh, P. (2012). #WorldSeries: An empirical examination of hashtag use during a major sporting event. International Journal of Sport Communication, 5, 435-453.

Lee, S., & Walsh, P. (2011). SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport. Sport Management Review, 14, 361-369.

Ross, S., & Walsh, P. (2011). Developing global brand equity in the spectator sport industry. International Journal of Sport Management, 12, 411-428.

Cohen, C., Whisenant, W., & Walsh, P. (2011). The relationship between sustained success and donations for an athletic department with a premier football program. Public Organization Review: A Global Journal, 11, 255-263.

Walsh, P., & Ross, S. (2010). Examining brand extensions and their potential to dilute team brand associations. Sport Marketing Quarterly, 19, 196-206.

Ross, S., Walsh, P., & Maxwell, H. (2009). The impact of team identification on brand associations in college hockey. International Journal of Sport Management and Marketing, 5(1), 196-210.

Walsh, P., Kim, Y., & Ross, S. (2008). Brand recall and recognition: A comparison of television and video games as presentation modes. Sport Marketing Quarterly, 17, 201-208.

Kim, Y., Walsh, P., & Ross, S. (2008). An examination of the psychological and consumptive behaviors of sport video gamers. Sport Marketing Quarterly, 17, 44-53.

Ross, S., Walsh, P., & Maxwell, H. (2007). The influence of gender on sponsorship recognition. International Journal of Sport Management, 8, 295-308.

Walsh, P., & Ross, S. (2007). Brand personality agreement: Implications for collegiate sport sponsorship. Sport Marketing Across the Spectrum: Research from Emerging, Developing and Established Scholars. Fitness Information Technology. Morgantown, WV.

Presentations:

Blaszka, M., Walsh, P., Cianfrone, B., & Lim, C. (2013). A qualitative examination of branding strategies employed by sport organizations through social media. North American Society for Sport Management Conference. Austin, Texas.

Clavio, G., Walsh, P., Witkemper, C., Zimmerman, M., Vooris, R., & Pantaleoni, A. (2013). Don’t tweet on my lawn: Does age impact social media use in sport? North American Society for Sport Management Conference. Austin, Texas.

Choi, W., Wright, B., Kim, D., Williams, A., Lim, C., & Walsh, P. (2013). A cultural examination of exercise commitment and brand equity in U.S. and South Korean Fitness Clubs. North American Society for Sport Management Conference. Austin, Texas.

Clavio, G., & Walsh, P. (2013). The effects of gender on perceptions of team twitter feeds. Global Sport Business Conference. Miami, FL.

Walsh, P., Williams, A., Kim, D., & Choi, W. (2012). Examining the team brand associations held by youth fans. 10th annual Sport Marketing Association Conference. Orlando, Florida.

Lovell, M.D., Blaszka, M., Walsh, P., & Clavio, G. (2012). Impact of social media use on event brand personality. 10th annual Sport Marketing Association Conference. Orlando, Florida.

Frederick, E., Burch, L., Blaszka, M., Lim, C., Clavio, G., & Walsh, P. (2012). An exploration of relationship promotion by professional athletes on Twitter. 10th annual Sport Marketing Association Conference. Orlando, Florida.

Williams, A., Walsh, P., & Rhenwrick, I. (2012). A conceptual framework for assessing brand equity in professional athletes. North American Society for Sport Management Conference. Seattle, Washington.

Pantaleoni, A., Rhenwrick, I., Blaszka, M., Clavio, G., Walsh, P., & Williams, A. (2012). New media management: Supervised social media versus unsupervised social media. North American Society for Sport Management Conference. Seattle, Washington.

Blaszka, M., Burch, L., Frederick, E., Walsh, P., Clavio, G., & Pedersen, P. (2012). #WorldSeries: An examination of Twitter hashtag use during a major sporting event. North American Society for Sport Management Conference. Seattle, Washington.

Williams, A., Blaszka, M., & Walsh, P. (2012). An exploratory study on the effects of health and fitness celebrity Twitter usage on consumer attitudinal and behavioral loyalty. Medicine 2.0. Boston, MA.

Walsh, P., Chien, C.J., & Ross, S.D. (2011). Sport teams as brand extensions: A case of Taiwanese baseball. 9th annual Sport Marketing Association Conference. Houston, Texas.

Walsh, P., Zimmerman, M., Clavio, G., & Williams, A. (2011). Brand awareness of different advertising executions in sport video games. 9th annual Sport Marketing Association Conference. Houston, Texas.

Rhenwrick, I., Waldburger, A., Walsh, P., & Williams, A. (2011). Consumer knowledge of brand extensions versus team licensed product. 9th annual Sport Marketing Association Conference. Houston, Texas.

Walsh, P., Williams, A., Chung, J., & Witkemper, C. (2011). Development of a conceptual team brand equity model for the youth consumer. 19th European Association for Sport Management Conference. Madrid, Spain. September, 2011.

Chung, J., Lim, C., Pedersen, P., & Walsh, P. (2011). Electronic Word-of-Mouth (eWOM) Messages and Sporting Goods: Investigating the Effects of eWOM Messages on Purchase Intentions and Credibility. 19th European Association for Sport Management Conference. Madrid, Spain.

Witkemper, C., Walsh, P., In, S. (2011). Examining social media in sport and implications to management practices: Motivations and constraints influencing sport related Twitter consumption. 19th European Association for Sport Management Conference. Madrid, Spain.

Clavio, G., Walsh, P., Cianfrone, B., Kwak, D., & Williams, A. (2010). Leveling up: A sport video game research roundtable. 8th annual Sport Marketing Association Conference. New Orleans, Louisiana.

Ross, S., & Walsh, P. (2010). The impact of uniqueness, loyalty proneness, and identification on brand extension purchase. 8th annual Sport Marketing Association Conference. New Orleans, Louisiana.

Walsh, P., & Ross, S. (2010). The impact of consumption on team brand associations. North American Society for Sport Management Conference. Tampa, Florida.

Walsh, P., & Ross, S. (2009). The impact of brand extensions on the brand associations of a professional sports team. 7th annual Sport Marketing Association Conference. Cleveland, Ohio.

Clavio, G., & Walsh, P. (2009). Tiger Doll: An analysis of brand choice in sport video games. 7th annual Sport Marketing Association Conference. Cleveland, Ohio.

Walsh, P. (2009). A proposed model for brand extension decision making in professional sport. North American Society for Sport Management Conference. Columbia, South Carolina.

Walsh, P., Clavio, G., Mullane, S., & Whisenant, W. (2009). The effectiveness of political advertisements in sport video games. North American Society for Sport Management Conference. Columbia, South Carolina.

Walsh, P., & Ross, S. (2009). Gender differences in team brand associations. 2009 American Alliance for Health, Physical Education, Recreation, and Dance National Convention and Exposition. Tampa, Florida.

Walsh, P., Kim, Y., & Ross, S. (2007). Recall and recognition of sponsors: A comparison of television and video games as presentation modes. 5th annual Sport Marketing Association Conference. Pittsburgh, Pennsylvania.

Ross, S., Walsh, P., & Maxwell, H. (2007). Assessing the influence of brand parity and brand personality on identification. 5th annual Sport Marketing Association Conference. Pittsburgh, Pennsylvania.

Walsh, P., & Ross, S. (2006). Brand personality agreement: Implications for collegiate sport sponsorship. 4th annual Sport Marketing Association Conference. Denver, Colorado.

Maxwell, H., Walsh, P., & Ross, S. (2006). The influence of gender on sponsorship recognition. 4th annual Sport Marketing Association Conference. Denver, Colorado.

Kim. Y., Walsh, P., & Ross, S. (2006). An exploration of consumptive behaviors associated with sport video gaming. North American Society for Sport Management Conference. Kansas City, Missouri.