DAY 1
WEDNESDAY, OCTOBER 28
WEDNESDAY, OCTOBER 28, 12:45-1:10 PM
United in Chant, United in Emotion: How Sport Chanting Drives Fan Behavioral Intentions
Suzy Jeong, Texas A&M University
Mark Zhi Lu, Texas A&M University
Hyun-Woo Lee, Texas A&M University
Embracing the Madness: Personal Branding of Division I Women's Basketball Head Coaches on Social Media
Natasha Brison, University of South Carolina
Susmit Gulavani, University of South Carolina
A Longitudinal Analysis of In-Season Sports Betting and Fantasy Football Participation
Brendan Dwyer, Virginia Commonwealth University,
Greg Greenhalgh, University of South Florida
Carrie LeCrom, Virginia Commonwealth University
“It's a Matter of Leverage”: Examining Consumer Attitudes Toward Major Sponsorship Agreements in a Cross-National Setting
Terry Eddy, University of Windsor
Leah Gillooly, Manchester Metropolitan University
Zachary Evans, Ball State University
Influence of All-You-Can-Eat Concessions on Satisfaction and Relationship Quality
Lisa Rufer, University of Tampa
Liz Sattler, Illinois State University
Rebecca Achen, University of Kansas
WEDNESDAY, OCTOBER 28, 1:15-1:40 PM
Are Prediction Platform Users a Distinct Sport Consumer Segment? Implications for Teams, Leagues, and Sports Marketing Partnerships
Brandon Mastromartino, San Diego State University
Exploring Brand Architecture within North American Men's and Women's Professional Basketball
Anna Paul, Ball State University
Zachary Evans, Ball State University
Jason Doyle, Griffith University
Examining the Role of Gambling in Sport Fan Typologies: A Two-Stage Cluster Analysis
Yoon Sik Hong, University of South Carolina
Stephen Shapiro, University of South Carolina
From Mismatch to Meaning: Testing AI-Generated Narratives in Non-Endemic Sport Sponsorship
Greg Greenhalgh, University of South Florida
Meeting Family Needs: A Facility Investigation of Professional Sport
K.C. Mayer, Texas A&M University-Corpus Christi
Darcey Powell, Texas A&M University-Corpus Christi
Kyden Pinkston, Texas A&M University-Corpus Christi
J. Wenzel, Texas A&M University-Corpus Christi
WEDNESDAY, OCTOBER 28, 1:45-2:10 PM
When Fandom and Identity Clash: Moral Decoupling Capacity and Identity Threat in the WNBA's Harry Potter Sneaker Controversy
Yeo Jung Seo, University of Michigan
Dae Hee Kwak, University of Michigan
A Dual-Pathway Framework of Athlete Brand Love and Brand Hate
Shu-Hao Chang, University of Florida
Yong Jae Ko, University of Florida
A Foundational Investigation of Fan Psychology and Gameday 50/50 Raffle Purchasing
Damon Aiken, California State University, Sonoma
Aubrey Kent, Temple University
Richard Campbell, California State University, Sonoma
Investigating the Generalizability of the Sponsorship Performance Cycle: The Case of European Football
Jun Suh, Texas A&M University
Alex Head, Texas A&M University
Josh Davila, Texas A&M University
Jonathan Jensen, Texas A&M University
Joe Cobbs, Northern Kentucky University
Faith, Fans, and Fit: Religious Expression, Consumer Identity, and Inclusion in Sports Markets
Juliet Litzau, Pepperdine University
Daniel Ladik, Seton Hall University
WEDNESDAY, OCTOBER 28, 2:15-2:40 PM
Intersecting Identities and the Black Sport Fan: Which Attributes are Most Important to Event Interest and Authenticity?
Graves Nicholas, University of Cincinnati
Grace Kroner, University of Cincinnati
Chyna Sawyers, Univerisity of Cincinnati
Branden Johnson, University of Cincinnati
Sam Fowler, University of Cincinnati
Chad Allen, University of Cincinnati
Jason Simmons, University of Cincinnati
Negotiating Team Identity in the NIL Era: Personal Branding Among Non-Revenue Student-Athletes
Hongkai Gu, University of Minnesota
Bo Yu, University of Minnesota
Mingyang Pang, University of Minnesota
Betting on Happiness?: The Diminishing Emotional Returns of Sport Betting Among Sport Fans
Kartik Midha, University of South Carolina
Keshav Gupta, University of South Carolina
Daniel Ladik, Seton Hall University
Redefining Sponsorship Success: Legitimacy, Measurement, and Decision-Making in Women's Professional Sport
Melissa Davies, Ohio University
Michael Mudrick, York College of Pennsylvania
Uneven Legacies of Mega-Events: Distance, Governance, and Resident Perceptions During the 2026 FIFA World Cup
Ari Kim, California State University, San Bernardino
Moonhoon Choi, Loyola Marymount University
—BREAK—
WEDNESDAY, OCTOBER 28, 3:00-3:25 PM
Drive to Survive or Good Old Family Ties?: How Sport Consumers in the U.S. and U.K. get Socialized Into Formula 1 Fandom
Jan Boehmer, University of Michigan
A Multi-Lens Computational Account of NBA Athlete Branding on Instagram
Tyreal Yizhou Qian, Indiana University
Stella Benqiao Jiang, Arkansas State University
John Ruichen Yang, Indiana University
Zhi Lu, Texas A&M University
Amplifying the Experience: How Public Address Announcers Drive Fan Engagement and Loyalty in Sport
Michael Mudrick, York College of Pennsylvania
Should Non-Power 4 College Athletics Departments Outsource Their Sponsorship Sales?: A Revenue Prediction Model
Nels Popp, University of North Carolina
Avery Look, University of North Carolina
Colin Lopez, University of North Carolina
Mobilizing Local Communities: How Framing and Sport Event Context Shape Resident Engagement
Hsin-Wei Chen, University of South Carolina
Khalid Ballouli, University of South Carolina
WEDNESDAY, OCTOBER 28, 3:30-3:55 PM
Why Do Sport Leagues Need to Be “Cool”?: The Role of Brand Coolness in Linking League Involvement to Psychological Well-Being
Junseok Kim, Texas A&M University
Hyun-Woo Lee, Texas A&M University
Yelim Yoo, Texas A&M University
Zhi Lu, Texas A&M University
Branding Under Constraint: International Student Athlete Golfers Navigating Personal Brand Development in U.S. Collegiate Sport
Alina Shchepteva, Old Dominion University
Yoseph Mamo, Old Dominion University
The NIL Participation Gap: Competing Standards of Legitimacy and Responsibility Among Fans
Thomas Hickman, Washburn University
Sponsoring the Conversation, Not the Games: Ambush Marketing Practices on Instagram at Milan Cortina 2026
Gashaw Abeza, Towson University
Why Sport Management? Examining Student Intrinsic and Extrinsic Motivation
Kyle Brannigan, East Stroudsburg University
Tyler Hajek, South Dakota State University
4:00-4:50 PM
—POSTER SESSION 1—
DAY 2
THURSDAY, OCTOBER 29
8:15-9:05 AM
—PEDAGOGY FAIR—
THURSDAY, OCTOBER 29, 9:15-9:40 AM
When Fandom Becomes Permanent: Comparing Sport Expressions of Fandom
Niveditha Karthikeyan, Florida State University
Jeffrey D. James, Florida State University
Creating Value and Communicating Identity: Branding Efforts of Female Athletes on Social Media
Hailey Harris, University of Hartford
Wendi Zimmer, Texas A&M University
What Sparks the Intensity of Soccer Rivalries in England and North America
Jake Leach, Northern Kentucky University
Joe Cobbs, orthern Kentucky University
Advancing Scale Development in Sport Management Through LLM-Assisted Psychometric Innovation
Susmit Gulavani, University of South Carolina
Stephen Shapiro, University of South Carolina
James Du, Florida State University
Nels Popp, University of North Carolina
Statistics Worth and Perceived Competence in Sport Management: Serial Mediating Roles of Perceived Enjoyment and Ease of Use, and the Boundary Role of Data Identification
Yelim Yoo, Texas A&M University
Suzy Jeong, Texas A&M University
Hyun-Woo Lee, Texas A&M University
Mark Lu, Texas A&M University
Young Do Kim, Elon University
Jaedeock Lee, East Stroudsburg University of Pennsylvania
THURSDAY, OCTOBER 29, 9:45-10:10 AM
When Technological Innovation Threatens Identity: Explaining Fan Resistance in Sport
Heeyeon Park, University of South Carolina
Yongjin Hwang, University of South Carolina
Brand Coolness as a Pathway to Loyalty: The Conditional Role of Distinctiveness in Sport League Branding
Junseok Kim, Texas A&M University
Hyun-Woo Lee, Texas A&M University
Yelim Yoo, Texas A&M University
Zhi Lu, Texas A&M University
Sport Fandom and Acculturation: The Life Stories of Chinese International Students
Zerong Colt Wang, Georgia State University
Beth Cianfrone, Georgia State University
Lauren Beasley, Georgia State University
Janie Copple, Georgia State University
Examining the Impact of Product and Service Values on Sport Consumption Behavior Moderated by Influencer Type: Human Versus Virtual
Jun Woo Choi, Viterbo University
Kevin K. Byon, Southern Methodist University
Wooyoung Jang, Indiana University
Picking Up the Signals? How Division I Sport Management Master's Programs Position Themselves and What Students Actually Want
Gregg Rich, Georgia Southern University
Dylan Williams, University of Alabama
Elodie Wendling, Georgia Southern University
THURSDAY, OCTOBER 29, 10:15-10:40 AM
So Many Decisions, so Little Time: A Case Study of 2025-2026 Post-Season Consumption Decisions for the Indiana University Football Fanbase
Craig Morehead, Indiana State University
Matt Blaszka, Indiana State University
Galen Clavio, Indiana Universityg
Chad Witkemper, Indiana State University
Disclosing Human-AI Collaboration in Athlete Branding: The Moderating Role of Social Media Post Type
Shu-Hao Chang, University of Florida
Yong Jae Ko, University of Florida
Voices of the Game: How Women's Sports Podcasts Shape Modern Fandom
Janae Gray, University of Nevada, Las Vegas
Nancy Lough, University of Nevada, Las Vegas
Intentional Technical Foul: Benefits and Concerns Associated with Agentic AI in Sport Sales
Keiper Peggy, University of Montana
Norm O'Reilly, University of Florida
Luke Mao, University of New Mexico
Demographic Determinants of Sport Consumers' Choice of Online Ticketing Platforms
Jacob Owsley, University of Tennessee, Knoxville
A Model of Fans' Identity Maintenance Processes Following the Retirement of Individual Sport Athletes
Leah Gillooly, Manchester Metropolitan University
Daniel Lock, Loughborough University London
Yuhei Inoue, University of Illinois Urbana-Champaign
—BREAK—
THURSDAY, OCTOBER 29, 10:50-11:15 AM
Communicating Star Player Recruitment: Psychological Distance and The Formation of Psychological Ownership in Sport
Donghyun Kim, Texas A&M University
Hyun-Woo Lee, Texas A&M University
Student-Athletes vs. Influencers: How Role Salience Shapes Endorsement Perceptions
Peter Schlittenhardt, Virginia Tech
Comparing Professional Sports and Esports Fans' Responses to Team Failure: The Roles of BIRFing and Hope in Behavioral Intentions
Dohee Lee, Seoul National University
Dahui Kang, Seoul National University
Geumjeong Lim, Seoul National University
Jinmin Park, Seoul National University
Choonghoon Lim, Seoul National University
Matching AI and Human Recommendations with Message Appeal and Framing: A Construal-Level Account of Fitness Membership Promotions
Deukmook Bae , Southern Methodist University
Jihyun Oh, Yongin University
Jiayao Qi, Southern Methodist University
Big City Prices: Does College Football Charge More For Tickets in Bigger Markets?
Nels Popp, University of North Carolina
Chris Greenwell, University of Louisville
Rohan Prakash, University of Louisville
Stephen Shapiro, University of South Carolina
Is the “Super League” Inevitable? A Cluster Analysis Approach to Realignment in the College Football Playoff Era
Josh Davila, Texas A&M University
Niko Papakirk, The Ohio State University
Jonathan Jensen, Texas A&M University
Brian Turner, The Ohio State University
THURSDAY, OCTOBER 29, 11:20-11:45 AM
Signaling Status or Signaling Self? Social Identity Salience, Perceived Exclusivity, and Willingness to Pay in Luxury Sports Product Collaboration
Yoon Heo, Loras College
Sung Wook Son, Farmingdale State College
Zack Pedersen, West Virginia University
Rethinking Athlete Brand Authenticity through a Situated Authenticity Framework: A Scoping Review
Hui Du, University of New Haven
Ceyda Mumcu, University of New Haven
The Case of the Atlanta Hawks' “Magic City Monday”: A Point-Counterpoint Assessment of Marketing Outrageously
Beth Cianfrone, Georgia State University
Natalie Bunch, University of Cincinnati
Whistle Meets the Algorithm: The Impact of AI-Integrated VAR on Satisfaction, Fairness, and Trust in Soccer Officiating
Ryan Chen, Miami University
Developing a Context-Adjusted Per Capita Spending Index for Sport and Entertainment Venues
Scott Tainsky, Syracuse University
Kerianne Rubenstein, Syracuse University
The Dark Side of the Locker Room: Does High School Athletic Participation Predict Higher Adult Substance Use?
Taewoong Yoo, University of Florida
Yonghwan Chang, University of Florida
12:00-1:25 PM
—PRESIDENTS LUNCHEON—
1:30-3:00 PM
—RAP SESSIONs—
THURSDAY, OCTOBER 29, 3:00-3:25 PM
Effect of Technology Readiness on Willingness to Pay a Price Premium for Technologically Enhanced Running Shoes: The Mediating Role of Perceived Usefulness and the Moderating Role of Conspicuous Consumption
Seonwoong Yoo, Seoul National University
Jaehyun Lim, Seoul National University
ChoongHoon Lim, Seoul National University
Intentionality in Women's Sports Marketing: Analyzing Nike's “So Win” Campaign
Campbell Burke, University of Cincinnati
Natalie Welch, Seattle University
Star Power on the Court: A Gender-Equitable Extension of the Superstar Effect to Managerial Decision-Making
Fan Ding, Texas A&M University
Jonathan Jensen, Texas A&M University
Hyun-Woo Lee, Texas A&M University
Technology and Sport Marketing: Lessons From the Dot-Com Era to AI
Gashaw Abeza, Towson University
Mullin Award (TBA)
*SYMPOSIUM* (55-minute session)
A Guide to Getting Involved In SMA
Rebecca Achen, University of Kansas
Liz Sattler, Illinois State University
Liz Gregg, University of North Florida
Matthew Blaszka, Indiana State Universitym
Lamar Reams, Ohio University
Windy Dees, University of Miami
Brandon Brown, University of Central Florida
THURSDAY, OCTOBER 29, 3:30-3:55 PM
The Power of Presentation: How Gift-Wrapping Shapes Emotional Attachment Among Season Ticket Holders
Huiyeon Kim, Southern Methodist University
Kevin Byon, Southern Methodist University
Commercial Resentment and Community Connection: How Fan's Framing of Alternate Identity Branding Shapes Organizational Image in Minor League Baseball
Rohan Prakash, University of Louisville
Kevin Singer, University of louisville
Chris Greenwell, University of Louisville
Evan Frederick, University of Louisville
How Dialogical Appeals Influence Consumer Perceptions of Micro-Celebrity Athletes
Nataliya Bredikhina, University of Delaware
Heather Kennedy, University of Guelph
Xingyu Huang, Royal Holloway, University of London
Daniel Funk, Temple University
Visualizing the Impact: The Effects of CSR Message Visualization and Beneficiary Scope on Moral Elevation, Positive Rumination, and Consumer Engagement
Sinhae Roh, Utah Tech University
Zack P. Pedersen, West Virginia University
Christina Y. Lee, Indiana University Bloomington
Paul M. Pedersen, Indiana University Bloomington
*SYMPOSIUM* (55-minute session)
Sutton and Lough Mentorship Meeting
*SYMPOSIUM* (continued)
A Guide to Getting Involved In SMA
Rebecca Achen, University of Kansas
Liz Sattler, Illinois State University
Liz Gregg, University of North Florida
Matthew Blaszka, Indiana State Universitym
Lamar Reams, Ohio University
Windy Dees, University of Miami
Brandon Brown, University of Central Florida
THURSDAY, OCTOBER 29, 4:00-4:25 PM
Betting Beyond the Screen: Modeling Consumer Evaluation of In-Person Sportsbooks
Jackson Sears, University of North Carolina
Beth Cianfrone, Georgia State University
Lauren Beasley, Georgia State University
Kathryn Wilson, Georgia State University
Michael Frisby, Georgia State University
Sentiment Analysis of Digital Brand Community Engagement Surrounding the Launch of the Cadillac F1 Team
Clinton Warren, College of Saint Benedict
The Effects of Point of View and Sound Perspective on User Engagement in Sports Short-Form Video Content
Christina Y. Lee, Indiana University Bloomington
Choong Hoon Lim, Seoul National University
Sinhae Roh, Utah Tech University
Paul M. Pedersen, Indiana University Bloomington
Shared Brand Equity in Sport CSR Partnerships
Lydia Yun, Brock University
Yong Jae Ko, University of Florida
*SYMPOSIUM* (continued)
Sutton and Lough Mentorship Meeting
4:00-5:15 PM
—SMQ BOARD MEETING—
DAY 3
FRIDAY, OCTOBER 30
8:15-9:05 AM
—POSTER SESSION 2—
Friday, OCTOBER 30, 9:15-9:40 AM
Spectator Motivations in Emerging Women's Sport Contexts: A Case Study of the 2026 Women's Baseball World Cup
Patrick Tkachuk, Northern Illinois University
Farah J. Ishaq, Northern Illinois University
Wonock Chung, Northern Illinois University
Fauxback to the Future: An Empirical Investigation of Fauxback Branding
Ryan Dillard, University of Kansas
Brian Gordon, University of Kansas
Zach Scola, University of Massachusetts Boston
Glocalized Digital Tribalism: A Comparative Analysis of Digital Fandom Profiling
Jiayao Qi, Southern Methodist University
Benqiao Stella Jiang, Arkansas State University
Kevin Byon, Southern Methodist University
Paul Pedersen, Indiana University Bloomington
Deukmook Bae, Southern Methodist University
The Olympic Halo: Olympic Brand Equity, Greenwashing Perceptions, and Consumer Intentions at the LA 2028 Games
Rafael Rocha, Texas A&M University
Melody Alanis, University of Idaho
Friday, OCTOBER 30, 9:45-10:10 AM
The Effect of New Fans' Fear of Missing Out (FOMO) on Fan Belongingness and Life Satisfaction: The Mediating Role of Sport Consumption Behavior and the Moderating Role of Gender
SeungAh Lee, Seoul National University
ChoongHoon Lim, Seoul National University
From BookTok to the Blue Line: Are Hockey Brands (Authentically) Ready for Diverse Audiences?
Jessica R. Braunstein-Minkove, Towson University
Jacob J. Bustad, Towson University
‘FIFA World Cup 26 Philadelphia’ Brand Co-Creation: Exploring Instagram Content Strategy Using Social Network Analysis
Nataliya Bredikhina, University of Delaware
Branching Out: Flora-Based Sport Identities, Humanized Mascots, and Fan Engagement with Sustainability Campaigns
Timothy Kellison, Florida State University
Wonseok Jang, Sungkyunkwan University
Friday, OCTOBER 30, 10:15-10:40 AM
Identity Multiplicity and Strategic Exit: Reframing Fandom in Platform-Mediated Sport Markets
Kemardo Tyrell, Temple University
From Brand Perception to Brand Representation: Athlete Loyalty and Color Fidelity in Collegiate Athletics
Erica Walker, Clemson University
Amanda Bridges, Clemson University
Chris Corr, Clemson University
Sarah Stokowski, Clemson University
Understanding Generation Z's Digital Relationship with Professional Sports Teams
Isaac Taberner, University of Vic - Central Catalonia
Daniel Cornely, Florida Atlantic University
Elizabeth Gregg, University of North Florida
Albert Juncà, University of Vic - Central Catalonia
Uniformly Green: Examining the Emergence of Sustainability-Themed Jerseys in Professional Sport
Timothy Kellison, Florida State University
Cole Armstrong, San José State University
Friday, OCTOBER 30, 10:45-11:10 AM
Gambling Risk and the Digital Media Ecology: How Digital Consumption Attenuates the Protective Effect of Physical Activity
Hyunsoo Kim, University of Florida
Yonghwan Chang, University of Florida
Examining Top Professional Female Athletes’ Social Media Self-Presentation and Athlete Brand Construction on Instagram
Jin Park, Illinois State University
Reform to Reputation: How the House v. NCAA Settlement Shapes the NCAA's Brand
Natalie Bunch, University of Cincinnati
Molly Harry, University of Florida
When Safety Concerns Keep Fans Away: Trust, Hedonic Motivation, and Attendance Intentions at the LA 2028 Olympic Games
Melody Alanis, University of Idaho
FRIDAY, October 30, 11:15-11:40 AM
The Evolution of Old School Values and the Introduction of a Revised Scale
Damon Aiken, California State University, Chico
Ajay Sukhdial, Oklahoma State University
Richard Campbell, California State University, Sonoma
Lynn Kahle, University of Oregon
Modeling Visual Attention in Sexualized Advertising: A Machine Learning Approach to Dynamic Gaze Behavior
Juha Yoon, University of Nevada, Las Vegas
Minkyo Lee, University of Nevada, Las Vegas
Nancy Lough, University of Nevada, Las Vegas
Bomin Paek, University of Tennessee
Jinwook Chung, Winthrop University
Geumjeong Lim, Konkuk University
hoonghoon Lim, Seoul National University
The Southeastern Conference: A Case Study
Rick Burton, Syracuse University
Norm O'Reilly, University of Florida
Identifying Key Dimensions for Sport Sponsorship Matching: A Delphi Study Toward a Data-Driven Sponsorship Intelligence Framework
Mark Lyberger, Kent State University