Patrick Walsh

Associate Professor

Dr. Patrick Walsh is an Associate Professor of Sport Management in the David B. Falk College of Sport and Human Dynamics at Syracuse University. Previously he held faculty positions at Indiana University and the University of Miami (Florida).

His research focuses on the brand management practices of sport organizations and how they can best harness the power of their brand to further their business objectives. Specifically, he has examined topics such as the effectiveness of brand extensions in sport, the brand associations consumers hold for sport organizations, and the use of new media forums, specifically sport video games and social media outlets, as marketing and branding tools. His research has been published in journals such as Sport Marketing Quarterly, Journal of Sport Management, Sport Management Review, and Communication and Sport. Dr. Walsh also currently serves on the editorial boards of Sport Marketing Quarterly, the International Journal of Sport Management, and the Journal of Global Sport Management. In 2016, Dr. Walsh was named a Research Fellow of the Sport Marketing Association (SMA), becoming one of only 13 faculty members across the country to have earned the honor to date.

Prior to entering academia, Dr. Walsh worked in marketing with the NFL’s Buffalo Bills, and was an associate with Velocity Sports and Entertainment (now Team Epic/MKTG), where he developed and executed strategic marketing plans for a number of today’s top sponsors of professional and collegiate sport properties.

Dr. Walsh earned his Ph.D. in Sport Management from the University of Minnesota, an M.S. in Sport Administration from Canisius College, and a B.S. in Marketing from Syracuse University. He joined the SPM faculty at SU in 2014.


Ph.D., Sport Management, University of Minnesota

M.S., Sport Administration, Canisius College

B.S., Marketing, Syracuse University


Sport brand management, brand extensions, rebranding, new media marketing.


SPM 444 - Sports Marketing Management

SPM 635 Marketing Sport Venues/Events

SPM 614 – Foundations of Sport Venue and Event Management

Recent Publications

  • Walsh, P., & Williams, A. (2017). To extend or not extend a human brand: An analysis of perceived fit and attitudes towards athlete brand extensions. Journal of Sport Management, 31, 44-60.
  • Jensen, J., Turner, B.A., Delia, E., James, J., Greenwell, T.C., McEvoy, C., Ross, S., Seifried, C., & Walsh, P. (2016). BIRGing 40 years later: New perspectives on Cialdini’s seminal studies. Journal of Sport Management, 30, 149-161.
  • Walsh, P., Hwang, H., Lim, C.H., & Pedersen, P.M. (2015). Examining the use of professional sport teams as a brand extension strategy in Korean professional baseball. Sport Marketing Quarterly, 24, 214-224
  • Walsh, P., Williams, A., Kim, D.Y., & Choi, W. (2015). What a team brand means to youth: An examination of team brand associations held by youth fans. International Journal of Sport Management, Recreation, & Tourism, 19, 40-61.
  • Jensen, J.A., Walsh, P., Cobbs, J., & Turner, B.A. (2015). The effects of second screen use on sponsor brand awareness: A dual coding theory perspective. Journal of Consumer Marketing, 32, 71-84.
  • Walsh, P., Zimmerman, M.H., Clavio, G., & Williams, A.S. (2014). Comparing brand awareness levels of in-game advertising in sport video games featuring visual and verbal cues. Communication & Sport, 2, 386-404.