Dr. William Sutton

Associate Director & Professor,
DeVos Sport Business Management Program,
University of Central Florida (UCF)

Consultant, National Basketball Association

Dr. William A. Sutton joined the University of Central Florida’s DeVos Sport Business Management Program in January 2004 as associate director and professor. Prior to joining the DeVos Program, he was a professor in the Department of Sport Studies at the University of Massachusetts – Amherst and also served as vice president of team marketing for the National Basketball Association. Sutton continues his work with the NBA on a consulting basis, assisting NBA and WNBA teams with marketing-related functions including sales, promotional activities, market research, advertising, customer service, strategic planning and staffing.

Sutton is acclaimed for his extensive knowledge and expertise in sports marketing and sales. He is co-author of two text books – Sport Marketing (2 nd ed. 2000) and Sport Promotion and Sales Management (2002) – and is a regular contributor for Sport Business Journal and Gigant del Basket, an Italian basketball publication. Sutton is author of more than 100 articles (journal and practitioner) and has made more than 100 presentations to national and international audiences. He is past-president of the North American Society for Sport Management and is a founding member of the Sport Marketing Association. Additionally, he was co-editor of Sport Marketing Quarterly and served on the editorial board of the International Journal of Sports Marketing and Sponsorship.

Sutton began his academic career at Robert Morris College, where he assisted in the design, development and implementation of the college’s new graduate program in sport management. He also was an assistant professor and coordinator of the graduate studies program in sport management at Ohio State University.

In addition to his work with the NBA, Sutton’s professional experience includes service as vice president of marketing and information for DelWilber + Associates, an international sports marketing firm; Commissioner of the Mid-Ohio Conference; founder and principal of Audience Analysts, a sport consumer and event research and consulting firm; City of Pittsburgh special events coordinator; and YMCA director.

A native of Pittsburgh , PA , Sutton earned three degrees at Oklahoma State University (OSU): a bachelor’s in political science, master’s in physical education and Ed.D. in higher education and sports studies. He was inducted into OSU’s College of Education Hall of Fame in 2003.

The DeVos Sport Business Management Graduate Program in the University of Central Florida ’s College of Business Administration is a landmark program that focuses on business skills necessary for graduates to conduct successful careers in the rapidly changing and dynamic sports industry while also emphasizing diversity, community service and sport and social issues.