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 and Recreation

Auckland University of Technology

Private Bag 92006

Auckland 1142

New Zealand


Doctor of Philosophy (Ph.D.)


Sport Management

Florida State University

Tallahassee, Florida.  USA

Master of Arts (M.A.)


Recreation and Leisure Studies


Waterloo, Ontario. CANADA

Memberships and Affiliations

Sport Management Association of Australia & New Zealand


Michael was born in Toronto, Canada but has made his home in New Zealand since 2011.  He is actively involved in the squash and ice hockey communities of New Zealand and 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

My primary research interest is exploring the underlying psychology of sport participation from a consumer behaviour lens. The ultimate goal is to use an enhanced understanding of sport participation to improve marketing efforts which to date have not been overwhelmingly successful. I seek to develop community partnerships linking industry and academia in order to most effectively conduct this research. Other areas of research interest include sport identities and sponsorship and topics related more broadly to sport development and sport marketing.

Current Research Projects

Michael is 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:

  • Home facility transition
  • Sport club membership
  • Impact of social networking sites on sport participation
  • Sport celebrity endorsement and social marketing
  • The team identification construct revisited
  • Membership/governance structures in professional sport


Biscaia, R., Hedlund, D. P., Dickson, G. & Naylor, M. (2016).  Stakeholder salience in professional sport clubs:  A perspective based on fans’ self-perception.  To be presented at the annual North American Society for Sport Management conference; Orlando, USA.

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

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

Alfaro-Barrantes, P., Hedlund, D. P., M. E. 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. E., & 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. E., & 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. E. (2014).  Why do club golfers renew or not renew their membership?  European Association of Sport Management conference; Coventry, UK.
Dickson, G. D. & Naylor, M. E. (2013) “New Zealand” in Comparative Sport Development. Dr. Karen Petry & Dr. Kirstin Hallman (Eds.):  German Sport University Cologne.  SPRINGER SCIENCE.

Naylor, M. E., 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. E. & 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.
Luck, M., Dickson, G., & Naylor, M. E. (2013). An exploration of the sport-related drinking motives of Australasian professional athletes using the Athlete Drinking Scale.  European Association of Sport Management conference; Istanbul, Turkey.

Naylor, M. E
., 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. E.
, 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. E., & Phelps, S.  (2012). A comparison of sampling techniques in sport marketing research.  European Association of Sport Management conference; Aalborg, Denmark.
Naylor, M. E., Bass, J. R & Kim, Y. K. (2011). An examination of the motivations and constraints of sport participants.  North American Society for Sport Management conference; London, Canada.
Naylor, M. E. (2011).  Societal benefits of sport: The impact of importance perceptions on participation.  Sport Management Association of Australia and New Zealand conference; Melbourne, Australia.
Naylor, M. E., Dickson, G., & Phelps, S.  (2011). Perception of the ethics of ambush marketing:  Rugby World Cup 2011.  African Sport Management Association conference; Kampala, Uganda.

Naylor, M. E., & Kim, Y. K. (2010). Social and individual benefits of sports participation.International Journal of Human Movement Science, 4, 63-83.

Naylor, M. E. & James, J. D.  (2010). Sport participation as a mechanism for social change:  Consumer perspectives and marketing implications.  International Sport for Development and Peace Association – Power of Sport Summit; Boston, USA.

Kwak, D. H., Kim, Y. K. & Naylor, M. E. (2010). Exploring the roles of message induced emotion on sport consumers’ behaviour and cognitive responses to marketing stimuli. Sport Marketing Association conference; New Orleans, USA.