Hartpury College


Michael has taught in Higher Education for the last four years, having spent the last two academic years as a senior lecturer and programme manager in the business team at Hartpury College.
Both Michaels teaching and research interests span the field of Sports Management. Prior to joining Hartpury, Michael held a range of positions in the sports industry which reflect his personal interests and enhance teaching. These roles have included sponsorship negotiations, new media marketing campaigns, coaching and team management, volunteering and local sports development projects.

Michael leads both undergraduate and postgraduate modules which cover Sports Event Management, Sports Marketing and Sponsorship, and Contemporary Issues in Sports Management. Michael supervises dissertation projects at both undergraduate and postgraduate level, and act as a personal tutor for students on a number of programmes. In addition, he is currently the Programme Leader for the MA Sport Management degree, which involves the management, organisation and administration of the course.

Teaching Interests:
‘Sponsorship’, ‘Sport Marketing’ and ‘Commercial Strategy’ in sport, which means that my work covers a diverse range of subjects including football, cricket, motor racing, rugby, athlete endorsements, sports branding, fan behaviour, the Olympic Games, the National Football League and Grand Slam tennis tournaments.

Research Interests:
Sport Marketing Communications, Management, Management and evaluation of Sponsorship, Consumer behaviour, Branding of sports properties, Strategic development of Sport & Sport Organisations, Service quality in sport and leisure, Strategic collaboration and relationships, Commitment in sponsorship deals, Fan behaviour in professional sport.