Michael Naylor

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Senior Lecturer, Management

Phone: + 64 9 921 9999 Ext 6627

Email: michael.naylor@aut.ac.nz


Michael Naylor

School of Sport & Recreation

Auckland University of Technology

Private Bag 92006

Auckland 1142

New Zealand


PhD (Sport Management) - Florida State University

M.A. (Recreation & Leisure Studies) – University of Waterloo

Memberships and Affiliations

Editorial Board, Sport Management Education Journal
Board of Directors, Squash Auckland
Board of Directors, Sport Management Association of Australia & New Zealand
Member, North American Society of Sport Management
Member, European Association of Sport Management


Michael was born in Toronto, Canada but has made his home in New Zealand since 2011.  He is a passionate fan of the Toronto Maple Leafs, Florida State University Seminoles and Auckland Blues.

Teaching Areas

  • Sport Management
  • Sport Marketing

Research Areas

  • Sport Marketing
  • Sport Management
  • Sport Consumer Behaviour & Psychology
  • Sponsorship & Ambush Marketing
  • Participant Sport
  • Spectator Sport

Research Summary

Broadly, my research interests span the domains of sport marketing and management. My primary research interest is understanding sport participants and fans as consumers.

Current Research Projects

I am currently working on a number of sport management research projects involving collaborations around the world and driven by the Master’s and PhD students he is supervising.
Topics include:

  • Segmenting social media users
  • Sport club membership
  • Navigating two worlds – Pacific Island perspectives and contributions to leadership in non-playing rugby roles 
  • Sport celebrity endorsement and social marketing
  • Major sport events – referenda participation
  • Motives & constraints in participant sport



Biscaia, R., Dickson, G., Hedlund, D. & Naylor (in press).  Conceptualising and measuring fan identity using stakeholder theory. European Sport Management Quarterly.

Dickson, G., Naylor, M., & Hedlund, D. (2018) Memorisation of Rugby World Cup Sponsors:  The Home team sponsor’s advantage.  Journal of Global Sport Management (Special Issue – Tackling Global Issues Facing Rugby Union).

Scott, O., Naylor, M. & Bruffy, K. (2017) “Social Media, Fan Engagement and Global Sport” in Critical Issues in Sport Management.  Dr. Stephen Frawley & Dr. Nico Schulenkorf (Eds.).  University of Technology Sydney. ROUTLEDGE PUBLISHERS.

Luck, M., Dickson, G. & Naylor, M.  (2017).  Sport-related drinking motives of professional rugby league and rugby union players. New Zealand Journal of Sports Medicine, 44(2).

Naylor, M., Hedlund, D. & Dickson, G. (2017).  Team identification full circle:  The importance of cognition, evaluation and affect. International Journal of Sport Management, 18(4), 573-592.

Naylor, M., & Havitz, M. (2017).  Enduring and situational involvement among hockey enthusiasts.  Leisure/Loisir, 41(2), 165-183.  doi:10.1080/14927713.2017.1354647

Ali, J., Naylor, M., Dickson, G., Hedlund, D., Biscaia R. (2017).  Behavioural intentions toward a sport sponsor:  Evidence from New Zealand. Sport Marketing Association; Boston, USA.

Dee, K., Bryham, G., Ferkins, L., & Naylor, M.  (2017). Pacific Island perspectives of leadership in rugby. World in Union Conference; Palmerston North, New Zealand

Behnoosh, S., Naylor, M., & Dickson, G. (2016).  Endorsement of a social marketing campaign:  The importance of expertise and recognition.  Australian & New Zealand Marketing Academy conference; Christchurch, New Zealand.

Bigsby, E., & Naylor, M. (2016).  Continuing participation in sport:  An examination of women in rugby union. Sport Management Association of Australia & New Zealand conference; Auckland, New Zealand.

Wilson, O., Walters, S., Naylor, M., & Clarke, J. (2016). Changes in participation following the transition to tertiary study. Sport Management Association of Australia & New Zealand conference; Auckland, New Zealand.

Bruffy, K., Naylor, M. & Johnston, M.  (2016). Managing a home court transition: The case of the New Zealand Breakers. Sport Management Review.  http://dx.doi.org/10.1016/j.smr.2015.06.003

Scott, O., Bruffy, K. & Naylor, M.  (2015) “The Role of Social Media in Contemporary Sport Organisations” in Contemporary Issues in Sport:  An Introduction.  Dr. Terri Byers (Ed.):  Coventry University Business School.  SAGE PUBLISHERS.

Naylor, M. (2015).  Book Review – Legends in BlackSport Management Review, 18, 485-486.

Naylor, M., Dickson, G., Hedlund, D. P., & Johnston, M.  (2015). The mediating role of resistance to change:  Golf club membership renewal. Presented at the annual North American Society for Sport Management conference; Ottawa, CANADA.

Dickson, G, Naylor, M., & Phelps, S.  (2015). Consumer attitudes towards ambush marketing.  Sport Management Review, 18, 280-290.

Alfaro-Barrantes, P., Hedlund, D. P., M. Naylor & Nguyen, S. (2014).  A multi-dimensional study of national and Olympic team identity in the United States and Australia.  International Journal of Sport Management, 15(1), 1-24.

Bruffy, K., Scott, O., Naylor, M., & Beaton, A. (2014).  Segmentation of a professional sport team’s social media community.  Sport Management Association of Australia and New Zealand conference; Melbourne, Australia.

Crayford, B., Jackson, C., Naylor, M., & Hedlund, D. P.  (2014). Sport event website quality:  The case of the Rotorua Marathon.  North American Society for Sport Management conference:  Pittsburgh, USA.

Hoskyn, K., Dickson, G., & Naylor, M. (2014).  Why do club golfers renew or not renew their membership?  European Association of Sport Management conference; Coventry, UK.

Dickson, G. D. & Naylor, M. (2013) “New Zealand” in Comparative Sport Development. Dr. Karen Petry & Dr. Kirstin Hallman (Eds.):  German Sport University Cologne.  SPRINGER SCIENCE.

Naylor, M., Hedlund, D. P., & Dickson, G.  (2013).  Team identification revisited:  New Zealander’s connection to the All Blacks. North American Society for Sport Management conference; Austin, USA.

Naylor, M. & Brown, A. (2013).  FREE2MOVE:  A collaborative initiative to facilitate sport for all in New Zealand. International Olympic Committee’s 15th Sport For All conference; Lima, Peru.

Naylor, M., Alfaro-Barrantes, P., Hedlund, D.P., Nguyen, S. &, Lee, J. S. (2012).  National Pride Associated with Olympic Athletes and Teams.  Global Sport Management News, 3 (Olympic Special Edition), 4-5.

Naylor, M., Gordon, B. S & James, J. D.  (2012). A societal perspective of sport:  Scale development in two settings. Journal of Global Academy of Marketing Science, 2(2), 1-16.

Dickson, G., Naylor, M., & Phelps, S.  (2012). A comparison of sampling techniques in sport marketing research. European Association of Sport Management conference; Aalborg, Denmark.