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Charlie Connor

Lecturer

Carnegie School of Sport

Charlie Connor is a Sport Marketing lecturer and PhD candidate at the Carnegie School of Sport. His research explores Consumer Behaviour and its practical applications in Sport Management and Fandom.

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About

Charlie Connor is a Sport Marketing lecturer and PhD candidate at the Carnegie School of Sport. His research explores Consumer Behaviour and its practical applications in Sport Management and Fandom.

Charlie is a lecturer in Sport Marketing at the Carnegie School of Sport, dedicated to shaping the future of the sports industry. With a strong focus on innovation and a deep understanding of the intersection between sports and marketing, he aims to empower the next generation of sports professionals by delivering knowledge and practical skills. Charlie is an advocate for integrating emerging technologies into sports marketing, recognising their transformative potential in this dynamic field.

His research applies a Behavioural Science lens to understand sport fan decision-making beyond self-reported data, challenging traditional methodologies. He aims to demonstrate how experimental research can be used to understand fan behaviour. This novel contribution to the field of Sport Management will ensure sport organisations can communicate effectively and efficiently with sport fans.

By combining his admiration for technological developments and consumer behaviour. He and his team have redesigned the Sport Marketing degree to represent the rapidly developing tech and consumer landscape.

Research interests

Charlie's PhD employs an interdisciplinary research design, bridging Sport Management and Behavioural Science. His research focuses on the unique characteristics of emotionally attached sports fans, seeking to understand what "emotional attachment" truly means at a cognitive level. By replicating classic Behavioural Science experiments, he aims to uncover how fans respond to various stimuli in the context of sports, such as loyalty, ticket purchasing, memberships, and merchandise.

His work highlights how sport provides a unique platform for testing Behavioural Science principles, driven by the deeply emotional nature of fan loyalty - a distinctive feature of fandom. Charlie advocates for greater collaboration between Sport Management and Consumer Research to advance the understanding of fan behaviour at a cognitive level.