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Portrait of Gregg Rich

Contact Information

Office Location

330 River Road
Athens, Georgia 30602

Social Media

Links

Education

Degree Concentration Institution Year
BS Kinesiology (Sport Management) James Madison University 2002
MBA Sport Administration Ohio University 2004
MSA Sport Administration Ohio University 2004
Ph.D Kinesiology (Sport Management & Policy) University of Georgia 2017

Awards and Accolades

Year Award From
2012 Graduate Case Study Competition Winner Sport Marketing Association
2016 Louise E. Kindig Research Award UGA Department of Kinesiology

Areas of Expertise

  • Sport Sponsorship
  • Sport Endorsement
  • Sport Marketing
  • Sport Event Management

Research Interests

  • Sponsorship and endorsement leveraging effects
  • Sponsorship and endorsement category effects
  • Sponsorship management role relationships
  • Sponsorship branding effects (e.g. portfolio)

Research Summary

My research interests revolve around sponsorship and endorsement. These interests formed while working as a consultant for a national sponsorship agency, Velocity Sports & Entertainment (now MKTG), on its Cingular Wireless (now AT&T) and Home Depot client accounts. Within the area of sponsorship, my focus is on understanding differences in sponsorship effects among industry categories, both related to product/service characteristics and subsequent differences in leveraging (on-site event activation, social media activation, advertising, CSR, etc.) practices. Additionally, I am interested in studying the common, but currently uninvestigated, sponsor-property-agency relationship as it functions in sponsorship leveraging and activation.