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 motivations of esports players

The motivations of esports players (from the book Understanding esports: An introduction to the global phenomenon) David P. Hedlund ABSTRACT Since the early 2000s, several inquiries have focused on...

Comparing behaviors and intentions toward sports and esports

Comparing behaviors and intentions toward sports and esports David P. Hedlund Introduction One of the biggest challenges researchers face at the outset of their research is the question of knowing...

Conceptualising and Measuring Fan Identity using Stakeholder Theory

Conceptualising and Measuring Fan Identity Using Stakeholder Theory Rui Biscaia, David P. Hedlund, Geoff Dickson and Michael Naylor ABSTRACT Research question: Building on identity...

Comparing Sport Coaches’ and Administrators’ Perceptions of the National Standards for Sport Coaches

Comparing Sport Coaches’ and Administrators’ Perceptions of the National Standards for Sport Coaches David P. Hedlund, Carol A. Fletcher, and Sean Dahlin ABSTRACT The purpose of this...

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...

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...

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...

National Pride Associated with Olympic Athletes and Teams

National Pride Associated with Olympic Athletes and Teams Michael Naylor Auckland University of Technology Priscila Alfaro-Barrantes Southern New Hampshire University David P. Hedlund...

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...

Team Identification Full Circle

THE IMPORTANCE OF COGNITION, EVALUATION AND AFFECT Michael Naylor David Hedlund Geoff Dickson ABSTRACT Fans’ psychological connection to teams has long been of interest to sport...

Multi-Dimensional Study of National and Olympic Team Identity

Multi-Dimensional Study of National and Olympic Team Identity Priscila Alfaro-Barrantes David P. HedlundMichael E. Naylor Sheila Nguyen ABSTRACT How individuals identify with sport objects is...

Esports Business Management

Esports Business Management David P. Hedlund, Gil Fried, and R.C. Rick Smith III SUMMARY Learn about the rapidly expanding esports industry in Esports Business Management, the first textbook to...

A Typology of Esport Players

A Typology of Esport Players David P. Hedlund ABSTRACT In recent years, esports have grown from a small number of local gaming activities undertaken by a few recreational participants to a...

The Education of Sport Coaches: What Should They Learn and When Should They Learn It?

The Education of Sport Coaches: What Should They Learn and When Should They Learn It? David P. Hedlund, Carol A. Fletcher, Simon M. Pack, and Sean Dahlin ABSTRACT Around the world, there is a...

The influence of perceived fan orientation on satisfaction, loyalty and sport consumption behaviors

The influence of perceived fan orientation on satisfaction, loyalty and sport consumption behaviors Hüseyin Köse, Metin Argan and David Hedlund ABSTRACT Purpose – The purpose of this research is to...

Rebooting Content: Broadcasting Sport & Esports to Homes During COVID-19

Rebooting Content: Broadcasting Sport & Esports to Homes During COVID-19 Michael M. Goldman and David P. Hedlund ABSTRACT Beginning in early March 2020, sport in the U.S. entered an...

Inclusion of electronic sport in the Olympic Games for the right (or wrong) reasons

Inclusion of electronic sport in the Olympic Games for the right (or wrong) reasons Simon M. Pack and David P. Hedlund ABSTRACT With so many popular and unique sports played around the world, one of...

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...

Those Who Rarely Attend Alone

Those Who Rarely Attend Alone: Tribal Sport Fans Chapter 5 David P. Hedlund St. John’s University, USA Rui Biscaia Coventry University, UK Maria do Carmo Leal Universidade Europeia,...

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...

Professional sport teams and fan loyalty programs: A perceived value perspective

Professional sport teams and fan loyalty programs: A perceived value perspective Masayuki Yoshida Brian S. Gordon David P. Hedlund ABSTRACT The management of loyalty programs has become a central...

How to Differentiate Your Sports Management Program

How To Differentiate Your Sports Management Program David P. Hedlund, Ph.D. Assistant Professor Division of Sport Management St. John's University ABSTRACT David P. Hedlund is well...

David P. Hedlund, Ph.D.

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


David P. Hedlund, Ph.D. is an Associate 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 is the Director of the Institute of Interdisciplinary Sport Research (IISR), the Co-Director of the St. John’s University Sports Analytics (SJUSA) seminar, a faculty advisor for esports at St. John’s University, and an advisor for the student Sport Management Association.

Outside of the university, Dr. Hedlund is a research committee member for the International Esports Federation, an educational program assistant for the United States Esports Federation, and a member of the Esports Research Network.

In recent years, 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.