Dr Andrea Geurin
Reader within the Institute for Sport Business
Dr Geurin has published extensively on the topics of sport communication and marketing, specifically focusing on athletes’ and sport organisations’ use of social media, as well as media portrayals of athletes of differing race, gender, and nationality.
Andrea's work has appeared in over 50 peer-reviewed academic journal articles and book chapters, including articles in the Journal of Sport Management, Sport Management Review, Sport Marketing Quarterly, and International Journal of Sport Communication.
Dr Geurin has published two books, the most recent being The Routledge Handbook of the Business of Women’s Sport, which she co-edited with Dr Nancy Lough from the University of Nevada Las Vegas.
Andrea was named a North American Society of Sport Management (NASSM) Research Fellow in 2015, an award recognising her outstanding research contributions in the field of sport management.
Prior to joining Loughborough University London, Andrea served as the Academic Director of Graduate Programs in the Tisch Institute for Global Sport at New York University. She previously held full-time faculty positions in the sport management programs at Saint Mary’s College of California (USA), Indiana University (USA), IUPUI (USA), Massey University (New Zealand), and Griffith University (Australia). Since 2004, Andrea has taught a wide variety of sport management courses at the undergraduate and postgraduate levels, including topics such as research methods, marketing, consumer behaviour, public relations, sales, strategic management, and ethics.
Andrea earned her PhD in Sport Management from Indiana University in 2008, where she also completed her master’s degree in Athletic Administration and Sport Management in 2002, and her bachelor’s degree in Journalism in 2001.
Dr Geurin spent time working in the sport industry between 2002-2005, serving in public relations and marketing roles at USA Gymnastics, the national governing body of the sport in the US, and Lehman Racing, a professional motorsports team that raced in the National Hot Rod Association.
Current research and collaborations
- Generational differences in sport fandom, specifically focused on Gen Z (in collaboration with Dr Bri Newland, Dr Brandon Brown, and Vince Gennaro from New York University and industry partner FOX Sports)
- Olympic athletes' use of social media to promote partnerships (in collaboration with Dr Natasha Brison from Texas A&M University and Dr Erin McNary from the University of Miami)
- Social media education and training for athletes from their national governing bodies of sport
- Writing the third edition of the book "Strategic Sport Communication" along with Drs Paul M Pedersen (Indiana University), Pamela Laucella (IUPUI), and Ted Kian (Oklahoma State University)
- Serving as a guest editor for "The International Journal of Sport Management and Marketing" along with Dr Mike Naylor (AUT) and Dr Liz Delia (UMass-Amherst) on the topic of "Innovative Marketing in Women’s Professional Sport"
- Serving as a guest editor for "Case Studies in Sport Management" journal along with Dr Mike Naraine (Deakin University) on the topic of "Digital Sport Communication"
Current PhD / research supervisions
Co-supervisor of Michelle Hayes (Griffith University), along with Drs Kevin Filo and Caroline Riot. Michelle's PhD is titled "Social Media Usage Among Elite Athletes: An Exploration of Athlete Usage During Major Events".
- Co-supervisor for Ashleigh Thompson (Massey University), along with Drs Andy Martin and Sarah Gee. Successful completion: October 20, 2015. Thesis title: Building brands and fan relationships through social media: The case of the Grand Slam tennis events.
- PhD dissertation committee member for Matthew Zimmerman, Indiana University-Bloomington. Successful Defense: July 23, 2014. Dissertation title: You have many friends: How professional sport organizations utilize Facebook to engage their target publics.
- PhD dissertation committee member for Lauren Burch, Indiana University-Bloomington. Successful Defense: November 29, 2012. Dissertation title: Investigating framing of athletes on Twitter: An analysis of self-portrayals across gender and sport.
- PhD dissertation committee member for Tywan Martin, Indiana University-Bloomington. Successful Defense: November 22, 2011. Dissertation title: Mixed Marital Arts (MMA) and the media: Using the content analytic method to examine the print communication coverage devoted to an emerging sport.
- PhD dissertation committee member for Sanghak Lee, Indiana University-Bloomington. Successful Defense: December 11, 2009. Dissertation title: Influence of brand exposure frequency and sport involvement on sport sponsorship effects: An examination of mere exposure.