Memorisation of Rugby World Cup Sponsors: The Home Team Sponsor’s Advantage

Memorisation of Rugby World Cup Sponsors: The Home Team Sponsor's Advantage Geoff Dickson, Michael Naylor and David P. Hedlund ABSTRACT A challenge for mega sporting events such as the Rugby World...

Determinants impacting why college sports fans purchase merchandise

Determinants impacting why college sports fans purchase merchandise David P. Hedlund and Michael E. Naylor ABSTRACT Despite the importance of understanding the factors impacting the purchase of...

Journal of Electronic Gaming and Esports: Call for Papers: Diversity and Sustainability in Electronic Gaming and Esports

JEGE Special Issue 01: Diversity and Sustainability in Electronic Gaming and Esports   SPECIAL ISSUE GUEST EDITORS: Emma VossenAmanda CullenKishonna GrayTaylor HardwickBerNadette...

Classifying sport consumers: From casual to tribal fans

Classifying sport consumers: From casual to tribal fans David P. Hedlund, Rui Biscaia, and Maria do Carmo Leal ABSTRACT Sport fans rarely attend sporting events alone. While traditional consumer and...

Performance of Future Elite Players at the NFL Scouting Combine

Performance of Future Elite Players at the NFL Scouting Combine David P. Hedlund, Ph.D. Assistant Professor Division of Sport Management College of Professional Studies St. John's...

Creating Value Through Membership and Participation in Sport Fan Consumption Communities

Creating Value Through Membership and Participation in Sport Fan Consumption Communities David P. Hedlund, Ph.D. Assistant Professor Division of Sport Management St. John’s University...

The use of DISC behavioral profiling and training: An innovative pedagogical strategy to enhance learning and future career opportunities through sport management and sport coaching in higher education classrooms

Elizabeth M. MasenUniversity of the Sunshine Coast David P. Hedlund, Ph.D.St. John’s University Jacob K. Tingle, Ed.D.*Trinity University Abstract:...

Youth Sport Coaches’ Perceptions of Sexually Inappropriate Behaviors and Intimate Coach-Athlete Relationships

Sungwon Kim, Daniel P. Connaughton, & David P. Hedlund ABSTRACT Although sexual harassment and abuse in youth sport have received increasing research attention worldwide, less is known about...

The role of culture in sports sponsorship: An update

The role of culture in sports sponsorship: An update Sara Keshkar, Ian Lawrence, Mark Dodds, Erin Morris, Tara Mahoney, Kevin Heisey, Francesco Addesa, David P. Hedlund, Geoff Dickson, Hamid...

Ignition tradition? A case study of the Florida State University Athletics Department’s 2014 logo redesign

Ignition tradition? A case study of the Florida State University Athletics Department’s 2014 logo redesign David P. Hedlund Brian S. Gordon Masayuki Yoshida...

David P. Hedlund, Ph.D.

Sport Management, Marketing, Consumer Behavior, Coaching, Analytics and Esports Professor and Consultant


David P. Hedlund, Ph.D. is a Full Professor and the Chairperson of the Division of Sport Management at St. John’s University in New York City. Dr. Hedlund earned his Ph.D. and a certificate in Measurement and Statistics from Florida State University.  He has more than 20 years of domestic and international experience in sports, esports, coaching, business, education and analytics. His areas of sport expertise and research include management, marketing, consumer behavior, sponsorship, coaching, esports and analytics. Dr. Hedlund also is a faculty advisor for esports at St. John’s University, an advisor for the student Sport Management Association, the Co-Moderator for the Gaming and Emerging Technology co-curricular club, in addition to numerous other service roles.

Dr. Hedlund is the lead editor and author of the first-of-its-kind textbook “Esports Business Management,” he is the founding Chief Editor of the Journal of Electronic Gaming and Esports, and he is a member of the Esports Research Network.

Outside of the university, Dr. Hedlund has also acted as a consultant for dozens of domestic and international high school, college, and professional esports teams as well as business and entrepreneurial ventures.  He is a globally recognized speaker and has spoken at international esports events such as the World Cyber Games and the Global Esports Executive Summit. Dr. Hedlund also works with collegiate and professional sport organizations on numerous analytics projects, while also educating students about current issues and opportunities in sports analytics, esports, entrepreneurship and other opportunities.

Dr. Hedlund is also a managing partner of Hedlund-Chuang Consulting Group, LLC.