School of Public Health

Education

• Ph.D. in Sport Management at University of Minnesota, 2008
• M.S. in Sport Administration at Canisius College, 2002
• B.S. in Marketing at Syracuse University, 2000

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:

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.

Publications

Walsh, P., Chien, J., & Ross, S. (in press). Sport teams as brand extensions: A case of Taiwanese baseball. Sport Marketing Quarterly.

Williams, A., Pedersen, P., & Walsh, P. (in press). 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.

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.

Whisenant, W., Cohe, C., & 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(4), 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(1), 44-53.

Ross, S., Walsh, P., & Maxwell, H. (2007). The influence of gender on sponsorship recognition. International Journal of Sport Management, 8(3), 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:

Walsh, P., Williams, A., Kim, D., & Choi, W. (2012). Examining the team brand associations held by youth fans. Accepted to be presented at the Sport Marketing Association Conference. Orlando, Florida.

Lovell, M.D., Blaska, M., Walsh, P., & Clavio, G. (2012). Impact of social media use on event brand personality. Accepted to be presented at the 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. Accepted to be presented at the Sport Marketing Association Conference. Orlando, Florida.

Williams, A., Walsh, P., & Rhenwrick, I. (2012). A conceptual framework for assessing brand equity in professional athetes. 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.

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. Spetember, 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, SC.

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, SC.

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.

Courses Recently Taught

HPER P418 Sport Marketing

HPER K614 Sport Sponsorship and Retention

HPER K514 Sport Marketing and Sponsorship

HPER K690 Seminar in Sport Marketing