Faculty and Staff Profiles

Cody T. Havard
Assoc Professor, Sports and Leisure Commerce
Email: chavard@memphis.edu
Office Location:
Office Hours: Tuesday and Thursday 1:30 - 3:30 and Tuesday 4-5
Profile

Dr. Havard is an assistant professor in Sport Commerce at The University of Memphis. He received his PhD. in Sport Administration from the University of Northern Colorado. Dr. Havard also holds an M.Ed. from Texas State University - San Marcus and a B.S. from The University of Texas at Austin. His primary line of research addresses rivalry in sport. Dr. Havard developed the Sport Rivalry Fan Perception Scale (SRFPS) to measure the perceptions fans have toward their favorite team's rival and Glory Out of Reflected Failure (GORFing) to describe the joy fans experience when someone other than their favorite team defeats their rival. He was named the 2015 Emerging Scholar in Sports Marketing from the Sport and Special Event Special Interest Group of the American Marketing Association. He has published work on rivalry in journals such as Sport Management Review, Sport Marketing Quarterly, the Journal of Sport Behavior, and the International Journal of Sport Management and Marketing. Dr. Havard has had work featured in popular culture books and newspapers, is internationally known for his work on the rivalry phenomenon, and runs www.sportrivalry.com. Additionally, Dr. Havard has conducted research on student-athlete usage of OSN, monitoring policies of athletic departments, and team consumer engagement through OSN. He has experience working for the University Interscholastic League in Texas, and has consulted for the United States Olympic Committee and United States Tennis Association - Texas Section. Office: FH 304 Phone: (901) 678-5011
Attachment: Havard Vitae


Education
  • Ph.D. Sport Administration - University of Northern Colorado - 2011
  • M.Ed. Sports Management - Texas State University - San Marcos - 2007
  • B.S. Sport Management - The University of Texas at Austin - 2004

Work Experience

  • Assistant Director of Public Information,   - University Interscholastic League - 2006-2008
  • Area Supervisor,   - Austin Parks and Recreation Department - 2004, 2006
Honors/Awards
  • AWARDS -   -  
  • Featured Article - - Examining the impact of team identification and gender on rival perceptions and consumption intentions of intercollegiate athletics fans. Journal of Applied Sport Management: Research that Matters - 2016
  • Outstanding Paper in the Emerald Literati Network Awards for Excellence - Sport and disaster relief: A content analysis. Disaster Prevention and Management: An International Journal. - 2016
  • Emerging Scholar Award - Sports Marketing SIG of the American Marketing Association - 2015
  • Journal Editor's Choice Award - Journal of Sport Administration and Supervision - 2012
  • CSRI Graduate Student Competition - Runner Up - College Sport Research Institute - 2010
  • EXTERNAL FUNDED GRANTS/CONTRACT WORK: -   -  
  • Sport Marketing Association Research Grant - $1000 - Sport Marketing Association - 2014
  • Quantitative Assessment of Student Attendance at Intercollegiate Athletic Events - National Association of Collegiate Marketing Administrators - 2016
  • Janet B. Parks NASSM Research Grant - $3596 - North American Society for Sport Management - 2012-2013
  • OUTREACH: -   -  
  • Quoted as expert on sport rivalry - #PhelpsFace and the psychology of Olympic-sized rivalries. Sport rivalries don’t just make it more fun for the viewers, they actually help the competitors succeed. Inverse - July 2016
  • Highlighted for Emerging Scholar Award - University of Texas Alcalde - 2015
  • Highlighted for Emerging Scholar Award - University of Northern Colorado Magazine - 2015
  • Sport Rivalry Fan Perception Scale (SRFPS) featured in the APA PsychTESTS database. - American Psychological Association - 2015
  • Keynote Speaker - 10th Annual Sport Psychology Forum, Bowling Green, Kentucky - 2014
  • Quoted as expert on fan rivalry: - The science of hate in college football: What makes Auburn-Alabama, Michigan-Ohio State, and other rivalries different. Wall Street Journal - 2014
  • Quoted as expert on fan rivalry: - Tiger Kickoff: The Battle Line: Manufacturing a rivalry. Missouri Columbian - Nov. 2014
  • Quoted as expert on fan rivalry: - Are Red Raider fans really the worst in the Big 12? Lubbock Avalanche-Journal - Oct. 2014
  • Rivalry Research Featured - "The Secret Lives of Sports Fans: The Science of Sports Obsession" by Eric Simmons, Duckworth Overlook - 2013
  • Rivalry and Realignment article featured - Journal of Sport Management - Sept. 2014
  • Online Social Networking Article Featured - Journal of Sport Management Vol. 27 Issue 3 - 2013
  • SMRI Research on USOC Featured - The University of Northern Colorado Mirror - 2010
  • INTERNAL GRANTS -   -  
  • UNC Faculty Research & Publications Board New Project Program - University of Northern Colorado - 2010-2011

Teaching Experience

  • SPRT 7420 - Sport Marketing - The University of Memphis
  • SPRT 7440 - Sport Promotions and Information Services - The University of Memphis
  • SPRT 7600 - Readings in Sport - The University of Memphis
  • SPRT 7605 - Gradaute Sport Practicum - The University of Memphis
  • SPRT 7142 - Graduate Field Word - The University of Memphis
  • SLS 4500 - Sport/Leisure Marketing - The University of Memphis
  • SLS 4135 - Sport/Culture Global Perspective - The University of Memphis
  • SLS 3105 Sport/Leisure as Pop Culture - The University of Memphis
  • SLS 3650 - Sport Information and Public Relations - The University of Memphis
  • UNHP 1100 - Honors Forum on Sport Rivalry - The University of Memphis
  • Fitness Management - University of Northern Colorado
  • Coaching Football - University of Northern Colorado
  • Coaching Tennis - University of Northern Colorado
  • Coaching Tennis - Texas State University - San Marcos

Support

  • Institutional Quantitative Data on Student Attendance and Consumption of Intercollegiate Atheltics - National Association of Collegiate Marketing Administrators - Ongoing Work - 2016
  • Fan Identification, Engagement, and Attendance for Minor League Baseball Teams in the State of Tennessee - Sport Marketing Association - $1000 - 2014
  • The Psychological Impact of the FedEx St. Jude Classic: Antecedents and Consequences - North American Society for Sport Management - $3596 - 2012
  • New Projects Program - University of Northern Colorado - 1,344.41 - 2010-2011

Outreach

  • Marketing Students Working with Colorado Athletics -   - 2016 - University of Colorado Athletics
  • Marketing Students Collecting Attendee Data -   - 2016 - Memphis Open Tennis Tournament
  • Jackson Generals Fan Satisfaction Survey -   - 2014-2015 - Jackson Generals - Sport Marketing Association
  • 2012 FedEx St. Jude Classic Event Evaluation -   - 2012 - FedEx St. Jude Classic PGA Golf Tournament
  • Guest Speaker for College-bound Students -   - 2011 - Dobie Middle School - Austin, TX
  • USOC Participant Research Summary Report (Project Director) -   - 2009-2010 - United States Olympic Committee
  • USA Boxing Participant Research (Project Director) -   - 2009-2010 - United States Olympic Committee
  • USA Sailing Participant Research (Project Director) -   - 2009-2010 - United States Olympic Committee
  • B3 Participant Research -   - 2009-2010 - Bikes, Blades, and Boards - University of Northern Colorado
  • Volleyball Fan Research -   - 2010 - University of Northern Colorado Women's Athletics
  • UNC Women's Walk Participation -   - 2008-2009 - University of Northern Colorado Women's Athletics
  • Bringit.com Marketing Strategy Development and Implementation -   - 2009 - Bringit.com
  • USA Track and Field Participant Research -   - 2009 - United States Olympic Committee
  • USA Racquetball Participant Research -   - 2009 - United States Olympic Committee
  • Fan Satisfaction Research -   - 2002-2003 - The University of Texas at Austin Women's Basketball
  • Tennis Participant Market Research -   - 2001-2002 - United States Tennis Association, Texas Section
Service
  • The University of Memphis - Editorial Board Member for Journal of Amateur Sport - 2014 -
  • The University of Memphis - External Reviewer for Sport Management Review - 2014
  • The University of Memphis - External Reviewer for Journal of Applied Sport Management - 2014
  • The University of Memphis - HSS Community Affairs Committee - 2013-
  • The University of Memphis - Sport Marketing Association Faculty Advisor - 2012-
  • The University of Memphis - HSS Undergraduate Curriculum Council - 2012-
  • The University of Memphis - External Reviewer for Journal of Sport Management - 2013
  • The University of Memphis - External Reviewer for European Sport Management Quarterly - 2013
  • The University of Memphis - External Reviewer for Journal of Applied Sport Management (2) - 2013
  • The University of Memphis - External Reviewer for Journal of Sport Administration and Supervision - 2013-2013
  • The University of Memphis - External Textbook Reviewer for Holcombe Hathaway Publishers - 2012
  • The University of Memphis - External Reviewer for the International Journal of Sport Management and Marketing (2) - 2011-2012
  • The University of Memphis - Supervisor of Graduate Research Project (2) - 2013
  • The University of Memphis - Graduate Project Committee Member (2) - Summer 2012
  • The University of Memphis - External Abstract Reviewer for the North American Society for Sport Management - 2011
  • The University of Memphis - Graduate Project Committee Member - Fall 2011
  • University of Northern Colorado - Graduate Student Association - 2009-2011
  • University of Northern Colorado - Information Technology Committee - 2009-2011
  • University of Northern Colorado - Student Senate Grievance Committee - 2009-2011
  • University of Northern Colorado - Academic Appeals Committee - 2009-2010
  • University of Northern Colorado - Faculty Research and Publication Board - 2010-2011
Consulting
  • Jackson Generals - 2014-2015
  • United States Olympic Committee - 2008-2010
  • UNC Athletic Department - 2009-2010
  • Texas Women's Basketball - 2002-2003
  • United States Tennis Association, Texas Section - 2001-2002
Journal Articles
  • Journal Article
  • Havard, C. T., Shapiro, S. L., & Ridinger, L. L. (in press) Who’s our rival? Investigating the influence of a new intercollegiate football program on rivalry perceptions. Journal of Sport Behavior.

  • Hutchinson, M., Havard, C. T., Berg, B. K., & Ryan, T. D. (in press). Losing the core sport product: Marketing amidst uncertainty in college athletics. Sport Marketing Quarterly.
  • Havard, C. T. (2016). Rivalry among teams and conferences in intercollegiate athletics: Does a conference pride phenomenon exist? Journal of Contemporary Athletics, 10, 19-32.

  • Havard, C. T., Eddy, T. W., & Ryan T. D. (2016). Examining the impact of team identification and gender on rival perceptions and behavior of intercollegiate athletics fans. Journal of Applied Sport Management: Research that Matters, 8(2), 33-49. http://dx.doi.org/10.18666/JASM-2016-V8-I2-6444

  • Havard, C. T., & Reams. L. (2016). Investigating differences in fan rival perceptions between conferences in intercollegiate athletics. Journal of Sport Behavior, 39, 126-146.

  • Inoue, Y., Havard, C. T., & Irwin, R. L. (2016). Roles of involvement and motivation in determining employees’ beliefs about cause-related sport sponsorship. International Journal of Sports Marketing and Sponsorship, 17, 3-18.

  • Narcum, J. A., Havard, C. T., & Mason, K. H. (2016). The impacts of Twitter transgressions on an athlete’s brand. Journal of Business Administration, Fall, 1-8. (Faculty Advisor)
  • Wann, D. L., Havard, C. T., Grieve, F. G., Lanter, J. R., Partridge, J. A., & Zapalac, R. K. (2016). Investigating sport rivals: Number, evaluations, and relationship with team identification. Journal of Fandom Studies, 4, 71-88.

  • Inoue, Y., & Havard, C. T. (2015). Exploring the contributions of spectator sport to the post-disaster recovery. Disaster Prevention and Management, 24, 355-368.

  • Brown, C., Willis, E., Havard, C.T., & Irwin, R. L. (2015). From tailgating to Twitter: Fans’ use of social media at a gridiron matchup between two historically black colleges. Journal of Applied Sport Management: Research that Matter, 7(3) 1-18.

  • Havard, C. T. (2014). Glory Out of Reflected Failure: The examination of how rivalry affects sport fans. Sport Management Review, 17, 243-253.

  • Havard, C. T., Reams, L., & Gray, D. P. (2013). Perceptions of highly identified fans regarding rival teams in United States intercollegiate football and men’s basketball. International Journal of Sport Management and Marketing, 14, 116-132.

  • Havard, C. T., & Eddy, T. (2013). Qualitative assessment of rivalry and conference realignment in intercollegiate athletics. Journal of Issues in Intercollegiate Athletics, 6, 216-235.

  • Havard, C. T., Wann, D. L., & Ryan, T. D. (2013). Investigating the impact of conference realignment on rivalry in intercollegiate athletics. Sport Marketing Quarterly, 22(4), 224-234.

  • Inoue, Y. & Havard, C. T. (2014). Determinants and consequences of the perceived social impact of a sport event. Journal of Sport Management, 28, 294-310.

  • Havard, C. T., Gray, D. P., Gould, J., Sharp, L. A., & Schaffer, J. J. (2013) Development and validation of the Sport Rivalry Fan Perception Scale (SRFPS). Journal of Sport Behavior, 36, 45-65.

  • Ryan, T. D., Havard, C. T., & Irwin, R. L. (2013) Sponsorship and state high school football championships: An analysis of consumer spending. Applied Research in Coaching and Athletics Annual, 28, 97-110.

  • Havard, C. T., Dwyer, B. (2012). Examining university students’ constraints to attendance at college basketball games. Journal of Contemporary Athletics, 6, 203-217.

  • Havard, C. T., Eddy, T., Reams, L., Stewart, R. & Ahmad, T. (2012). Perceptions and general knowledge of online social networking activity of university students. Journal of Sport Administration and Supervision. 4(1), 14-31. Published online May, 2012. (Editor's Choice Award)

  • Dwyer, B., Eddy, T., Havard, C. & Braa, L. (2010). Stakeholder perceptions of a universitys reclassification from NCAA Division II to NCAA Division I (FCS) membership. Journal of Issues in Intercollegiate Athletics, 3, 76-97. Published online January, 2010.

  • Book Chapter
  • Spinda, J. S. W., & Havard, C. T. (2016). “I wouldn't pick them to save my season”: The impact of rivalry on fantasy football. In N. D. Bowman, J. S. W. Spinda, and J. Sanderson (Eds.). Fantasy Sports and the Changing Sports Media Industry: Media, Players, and Society. Lexington Books.
  • Havard, C.T., & Doyle, J. (2014, July 13). Fan identification: Examining the reaction of fans after wins and losses. Thescorecard.org. (Invited commentary)

  • Havard, C. T. (2012). Eagle blue: A team, a tribe, and a high school basketball season in Arctic Alaska. Journal of Sport Management, 26, 271-272. (Book Review)

  • Havard, C. (2007). Leisure and recreation management (5th ed.), Torkildsen, G. Journal of Sport Management, 21, 139-140. (Book Review)

Presentations
  • Peer-Reviewed Conference Presentations
  • Havard, C. T., Wann, D. L., Grieve, F. G., & Ryan, T. D. (2016). Examining the impact of promotional rivalry titles on fan perceptions and behavior in intercollegiate athletics. North American Society for Sport Management, Orlando, Florida.
  • Havard, C. T., & Ryan, T. D. (2015). Rivalry, in-group bias, and Glory Out of Reflected Failure in Sport Fans. North American Society for Sport Management, Ottawa, Ontario.
  • Havard, C. T., & Hutchinson (2015). Investigating rivalry in professional sport. Sport Marketing Association Conference, Atlanta, Georgia.
  • Havard, C. T., Shapiro, S. & Ridinger, L. L. (2014). Who's our rival now? Investigating the influence of a new intercollegiate football program on rivalry perceptions. Sport Marketing Association Conference, Philadelphia, Pennsylvania.
  • Inoue, Y. & Havard, C. T. (2014). Cause-relate dsport sponsorship as an internal marketing strategy: Roles of involvement and motives. North American Society for Sport Management, Pittsburgh, Pennsylvania.
  • Inoue, Y. & Havard, C. T. (2013). Determinants of psychological impacts of a cause-related sport event on local attendees. North American Society for Sport Management, Austin, Texas.
  • Havard, C. T. & Inoue, Y. (2012). Online derogation among rival fans in intercollegiate athletics: Marketing implications. Sport Marketing Association Conference, Orlando, Florida.
  • Inoue, Y., Pope, B., & Havard, C. T. (2012) An investigation of the benefits of sport to facilitate community recover after disasters. North American Society for Sport Management, Seattle, Washington.
  • Havard, C. T., Wann, D. L., & Ryan, T. D. (2012). Investigating the impact of conference realignment on rivalry in intercollegiate athletics. 5th Annual Scholarly Conference on Intercollegiate Sport, Chapel Hill, North Carolina.
  • Havard, C. T., Eddy, T., & Lane, Z. A. (2012). Effects of Conference Realignment on Rivalry in Intercollegiate Athletics: A Qualitative Evaluation. 5th Annual Scholarly Conference on Intercollegiate Sport, Chapel Hill, North Carolina.
  • Eddy, T., & Havard, C. T. (2011). Uses and gratifications associated with sport consumption on Twitter. Sport Marketing Association Conference, Houston, Texas.
  • Havard, C., & Eddy, T. (2011). Exploring the effects of conference expansion and realignment on fans of college athletic programs. Scholarly Conference on Intercollegiate Sport, Chapel Hill, North Carolina.
  • Havard, C. (2010). 140 Characters or Less: Examining the Legality of Athletic Departments Imposing Social Networking Restrictions on Student-Athletes. Sport and Recreation Legal Association Conference, Albuquerque, New Mexico.
  • Havard, C. & Dwyer, B. (2010). Where is everyone? Examining university students’ constraints to attendance at NCAA Division I college basketball games. North American Society of Sport Management Conference, Tampa Bay, Florida.
  • Havard, C. & Gould, J. (2010). Examining participation outcome differences among skill levels of paddling participants. Sport Marketing Association Conference, New Orleans, Louisiana.
  • Havard, C., Eddy, T., & Reams, L. (2010). Fan perceptions’ toward sport organizations use of online social networking and texting for consumer engagement. Sport Marketing Association Conference, New Orleans, Louisiana.
  • Havard, C., Eddy, T., Reams, L., Stewart, R., & Ahmad, T. (2010). Perceptions and general knowledge of online social networking activity of student-athletes. Scholarly Conference on Intercollegiate Sport, Chapel Hill, North Carolina.
  • Eddy, T., Havard, C., Stewart, R., & Reams, L. (2010). Effects of public relations crises on the organizational effectiveness of NCAA Division I athletic departments. Scholarly Conference on Intercollegiate Sport, Chapel Hill, North Carolina.
  • Havard, C. (2009). They’re #2! How glory out of reflected failure affects fan behavior. Sport Marketing Association Conference, Cleveland, Ohio.
  • Eddy, T., Havard, C. & Braa, L. (2009). Stakeholder perceptions of a university’s reclassification from NCAA Division II to NCAA Division I (FCS) membership. Scholarly Conference on Intercollegiate Sport, Chapel Hill, North Carolina.
  • Peer-Reviewed Poster Presentations
  • Wann, D. L., Peetz, T. B., Grieve, F. G., Lanter, J. L., Partridge, J., & Havard, C. T. (2016). Predicting consumption of rival sport team games: The importance of team identification on perceptions of the rival. North American Society for Sport Management, Orlando, Florida.
  • Wann, D. L., Grieve, F. G., Havard, C. T., Zapalac, R. K., Peetz, T., & Lanter. J. R. (2015). Sport fan evaluations of Major League Baseball season: Key predictors and influence on future evaluations and consumption behaviors. Sport Marketing Association Conference, Atlanta, Georgia.
  • Havard, C. T., Ryan, T. D., & Eddy, T. (2014). Examining rival perceptions of intercollegiate athletics fans. Sport Marketing Association Conference, Philadelphia, Pennsylvania.
  • Wann, D. L., Havard, C. T., Grieve, F. G., Lanter, J., Partridge, J. A., Parker, P. M., Zapalac, R. K. (2012). Investigating sport rivals: Number, evaluations, and relationship with team identification. Sport Marketing Association Conference, Orlando, FL.
  • Havard, C. (2011). General Fan Perceptions of Rival Teams in Intercollegiate Athletics. North American Society of Sport Management Conference, London, Ontario.
  • Havard, C. T. (2011). Segmentation of Fan Perceptions Toward Rival Teams in Intercollegiate Athletics. Sport Marketing Association Conference, Houston, Texas.
  • Havard, C. (2011). General fan perceptions of rival teams in intercollegiate athletics. University of Northern Colorado Graduate Research Day and Natural and Health Sciences Research Celebration.
  • Havard, C., Eddy, T. (2011). Exploring the Effects of Conference Expansion and Realignment on Fans of College Athletic Programs. University of Northern Colorado Graduate Research Day.
  • Havard, C. (2010). Glory Out of Reflected Failure: How rivalry affects fan behavior. University of Northern Colorado Graduate Research Day.
  • Havard, C., Eddy, T., Reams, L., Stewart, R., & Ahmad, T. (2010). Perceptions and general knowledge of online social networking activity of student-athletes. University of Northern Colorado Graduate Research Day.
  • Havard, C. (2009). Winning at all cost: Athletic giving and the effects of winning on donor motivations. University of Northern Colorado Graduate Research Day.
  • Dwyer, B., Eddy, T., Havard, C. & Braa, L. (2009). Stakeholder perceptions of a university’s reclassification from NCAA Division II to NCAA Division I (FCS) membership. University of Northern Colorado Graduate Research Day.
  • Non Peer-Reviewed Presentations
  • Havard, C. T. (2016). Impact of promotional titles on sport rivalry. 12th Annual Sport Psychology Forum, Bowling Green, Kentucky.
  • Havard, C. T. (2015). Rating rivalries in intercollegiate athletics. 11th Annual Sport Psychology Forum, Bowling Green, Kentucky.
  • Havard, C. T. (2014). The marketing and fan behavior implications of sport rivalry. (Keynote Speaker). 10th Annual Sport Psychology Forum, Bowling Green, Kentucky.
  • Havard, C. T. (2013). Effects of conference realignment on rivalry in intercollegiate athletics: A qualitative examination. 9th Annual Sport Psychology Forum, Bowling Green, Kentucky.
  • Havard, C. T. (2012). Sport Rivalry Fan Perception Scale (SRFPS): Application for the study of sport fans. 8th Annual Sport Psychology Forum, Bowling Green, Kentucky.