Rate My Professor Jason Doyle

Associate Professor Jason Doyle is a distinguished scholar in sport management at Griffith University’s Griffith Business School. He serves as Senior Lecturer in Sport Management within the Department of Tourism, Sport and Hotel Management, where he also acts as Discipline Advisor for the Sport Management group. Doyle completed his Doctor of Philosophy in Sport Management at Griffith University in 2014, with all his degrees awarded from the institution. His career at Griffith began as a Research Assistant in May 2010, evolving into teaching and leadership roles in sport management education, including convening courses such as Event Marketing and Sponsorship and Tourism and the Sharing Economy.

Doyle’s research interests center on sport and event consumer behaviour, brand management across sport entities including athletes, teams, leagues, and events, fan engagement via social media, and the positive impacts of sport consumption on mental health and well-being. His work explores strategies for building meaningful consumer connections and leveraging sport for social good. Notable publications include “Advancing Understanding of Individual-Level Brand Management in Sport” (2023, co-authored with Thilo Kunkel et al., European Sport Management Quarterly), “Athlete branding via social media: examining the factors influencing consumer engagement on Instagram” (2020), “There is no nil in NIL: examining the social media value of student-athletes’ names, images, and likeness” (2021), “Remapping the Sport Brandscape: A Structured Review and Future Direction for Sport Brand Research” (2022), “Unlocking the power of job design in sports: a person-centric perspective” (2023), and “Developing an athlete's personal brand using strategic communication: the case of Rory McIlroy” (2020, cited over 100 times). With 21 publications garnering over 1,400 citations, Doyle’s contributions significantly influence sport marketing and management scholarship. He has earned the 2023 Griffith Business School Teaching Award and was a co-recipient of the 2023 SMAANZ Industry Engagement Grant.