Research at Leeds Beckett
About Kacy Mackreth
Kacy is a Senior Lecturer in Sport Marketing at Leeds Beckett University. She delivers a number of undergraduate and postgraduate sport marketing modules within the Carnegie School of Sport. She joined Leeds Beckett University in 2004, initially as Marketing Co-ordinator for Carnegie Weight Management (MoreLife), a research unit within the University, where she oversaw and co-ordinated all their marketing activities prior to taking up her current academic role.
Her research interests primarily focuses on understanding consumer behaviour in sport and how this impacts sport marketing strategy. She is currently undertaking a part time PhD investigating changes made to a sport league product and the marketing implications this has for the sport of rugby league in the United Kingdom.
She takes great pride in her research informing her teaching as well as working with a range of industry professionals in the sport sector to enhance the student learning experience by bridging theory and practice to keep the curriculum dynamic and relevant. Previous and current organisations include O2, Nike, England Golf, Leeds Rugby, RFL, YCCC, Yorkshire Carnegie, England's Barmy Army and Goalball UK.
She currently teaches a range of undergraduate and postgraduate modules in the Sport Business Subject Group which inlcude:
- Level 4: The Sport Consumer
- Level 5: Sport Sponsorship
- Level 6: Supervisor for Major Independent Study
- Level 7: Sport Marketing & PR
In 2014, she embarked on investigating marketing planning activities in the rugby league Kingstone Press Championship division ahead of the new league structural changes - moving from a licensing system back to a promotion and relegation system. This initial exploratory study provided valuable insight which has been the foundation for her embarking on a PhD. She is currently doing a follow up study examining more widely the impact of changes made to a sport league product and the impact it has on marketing efforts across the sport to reinvigorate fan interest.