On this episode, Nicole talks to colleague Dr. Ceyda Mumcu an associate professor of sport management at the University of New Haven. She is an expert on fan behavior, marketing analytics in sport, marketing of women’s sports, and marketing to women sport fans. She published one of the first sport analytics textbooks which has been sold in 27 countries and across every continent! We talk about her mentor Dr. Nancy Lough, and their collaborative research on the Women’s National Basketball Association (WNBA) Pride Campaign and its implications to the fan base and their work with the National Pro Fastpitch implementing marketing analytics techniques to identify fan segments of the league, her advice to emerging women scholars, and more.

Host: Dr. Nicole LaVoi.

A co-production with WiSP Sports

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