Ceyda Mumcu, Ph.D.
M.S. Sports Administration, University of New Mexico, 2013, Minor: Educational Psychology (Quantitative Research Methods), Dissertation Title: Evaluating Attitudes toward Women's Sports: A Scale Development and Validation Study
M.S. Sport Management, Middle East Technical University, 2008, Thesis Title: Consumer-based Brand Associations of Turkish Soccer Teams
M.S. Management of Sport Industries, University of New Haven, 2007
B.A. Economics, Ankara University, 1999
Ceyda Mumcu is an expert in fan behavior, sport marketing, women’s sports marketing, and marketing analytics, and she was the co-author of the first study on marketing sport to LGBT fans.
This groundbreaking study on the WNBA’s 2014 Pride campaign – the first professional sport league in the U.S. to reach out specifically to LGBT fans – found that targeted marketing was valued by members of the LBGT community, a key market segment, and did not compromise perceptions of the WNBA brand among its heterosexual fan base. She and her co-author presented their research at the North American Society of Sport Management Conference in Denver, Colo.
Published in Sport Marketing Quarterly, the article was downloaded by higher education, commercial, and governmental entities from 27 countries. Since the research was published, major sports leagues in the U.S. – the NBA, NHL, NFL, MLB, MLS – and their franchises are pursuing the LGBT market segment as they implement marketing strategies to expand their fan bases.
An expert in data analytics, Dr. Mumcu co-edited the first textbook on analytics in sport management and published two case studies demonstrating the use of analytics and data-driven decision making in sport management context. Both are often used as resources in training future sport managers. She also published “Evaluation of Attitudes toward Women’s Collegiate Athletics” in the Journal of Sport Behavior and contributed chapters to Case Studies in Sport Marketing and Marketing Women’s Sports – A European versus North American Perspective.
Her wide-ranging research interests include the media’s representation of female athletes, diversity marketing in sports, the business model of European sports, and the business of the Olympic Games and World Cup.
In her current research, Dr. Mumcu is collaborating with University of New Haven professor Gil Fried and a physicist to determine how much distance should be between fans and players sitting courtside at a basketball arena to reduce the risk of fan injuries. She and Prof. Fried presented “Buffer Zones: Policies, Procedures, and Reality” at the Sport and Recreation Law Association conference in Las Vegas in 2017.
Dr. Mumcu annually advises more than 60 undergraduate sport management students and has organized networking events with Octagon, the New York Yankees, and ESPN.
A former member of the Turkish Women’s Professional Basketball League, she played for eight years before moving to the United States. She received her Ph.D. in sports administration from the University of New Mexico and her M.S. from Middle East Technical University, in Ankara, Turkey.
Published Intellectual Contributions
REFEREED JOURNAL ARTICLES
Mumcu, C., & Fried, G. B. (in print, 2017). Analytics in Sport Marketing. Accepted to appear in Sport Management Education Journal.
Mumcu, C., & Greenhalgh, G. P. (in print, 2017). Evaluation of Attitudes toward Women’s Collegiate Athletics. Accepted to appear in Journal of Sport Behavior, 40(3).
Mumcu, C., & Lough, N. L. (2017). Are fans proud of the WNBA's pride campaign? Sport Marketing Quarterly, (26)1, 42-54.
Mumcu, C., & Marley, S. C. (2017). Development of the Attitude towards Women’s Sport Scale (ATWS). International Journal of Sport Management, 18(2), 1-27.
Mumcu, C., Lough, N. L., & Barnes, J. C. (2016). Examination of Women’s Sports Fans’ Attitudes and Consumption Intentions. Journal of Applied Sport Management, 8(4), 25-47.
Mumcu, C., & Kocak, S. (2012). Brand associations of Turkish soccer teams. International Journal of Sport Management, 13(3), 324-338.
Fried, G. B., & Mumcu, C. (2016). Sport Analytics: A data-driven approach to sport business and management. London: Routledge, Taylor and Francis Publishing.
Mumcu, C. (2016). WNBA and Its Marketing Campaigns. In Brenda Pitts (Ed.), Case Studies in Sport Marketing (pp. 117-124). West Virginia: Fitness Information Technology.
Lough, N. L., & Mumcu, C. (2016). Marketing Women’s Sports – A European versus North American Perspective (pp. 337-350). London: Routledge, Taylor and Francis Publishing.
Lough, N. L., & Mumcu, C. (2013). In David Levinson & Gertrud Pfister (Ed.), Commodification and Commercialization (3rd ed., pp. 297-300). Great Barrington, MA: Berkshire Encyclopedia of World Sport.
Lough, N. L., & Mumcu, C. (2013). In David Levinson & Gertrud Pfister (Ed.), Sponsorship (3rd ed., pp. 1185-1189). Great Barrington, MA: Berkshire Encyclopedia of World Sport.
Mumcu, C., & Lough, N. L. (2017). Was the WNBA’s pride campaign successful? North American Society of Sport Management (NASSM) Conference in Denver, CO (May 30-June 3, 2017).
Mumcu, C., Liu, D., & Fried, G. B. (2017). Buffer zones: Policies, procedures, and reality. Sport and Recreation Law Association (SRLA) Conference in Las Vegas, NV (March 1-4, 2017).
Mumcu, C., & Fried, G.B. (2016). College of Business Faculty Research Forum, “Analytics in Sport Industry,” West Haven, CT (February 4, 2016).
Mumcu, C., & Fried, G. B. (2015). 13th Annual Sport Marketing Association Conference, "Case Study on Analytics in Sport Marketing," Sport Marketing Association, Atlanta, GA. (October 29, 2015).
Mumcu, C., & Lough, N. L. (2015). 13th Annual Sport Marketing Association Conference, "How do fans evaluate WNBA’s ‘Pride’ campaign?" Sport Marketing Association, Atlanta, GA. (October 28, 2015).
Mumcu, C., Fried, G. B., & Mondello, M. (2015). ASB Conference, "Truly Teaching Sport Analytics," Association of Sport Business, Athens, OH. (March 23, 2015).
Mumcu, C., & Greenhalgh, G. P. (2014). 12th Annual Sport Marketing Association Conference, "Evaluation of attitudes towards women's collegiate basketball.," Sport Marketing Association, Philadelphia, PA. (October 22, 2014).
Mumcu, C. , & Barnes, J. C. (2013). 11th Annual Sport Marketing Association Conference, "Evaluating Attitudes toward Women's Sports," Sport Marketing Association, Albuquerque, NM. (October 23, 2013).
Mumcu, C. (2012). Poster presented at 10th Annual Sport Marketing Association Conference, “Test content of attitudes toward female athletes scale,” Sport Marketing Association, Orlando, FL. (October 23, 2012).
Alay, S., Mumcu, C., Kocak, M., & Korkusuz, F. (2009). 14th European College of Sport Sciences (ECSS) Congress, “Investigation of consumer-based brand associations of Turkish soccer teams,” Oslo, Norway (2009).
Mumcu, C., & Kocak, S. (2005). 46th ICHPER.SD Anniversary World Congress, “Comparison of social anxiety and assertiveness levels of selected university students,” Istanbul, Turkey (Nov 9-13, 2005).
Assistant Professor – 2013 to Present
Department of Sport Management, University of New Haven
Adjunct Instructor – 2013
Department of Sport Management, Eastern New Mexico University
Teaching Assistant – 2009 to 2013
Physical Education Activity and Teacher Education Program, University of New Mexico
Volunteer Instructor – 2009 to 2013
Department of Sport Administration, University of New Mexico
Graduate Assistant – 2009
Mathematics Department, University of New Mexico
Research Assistant – 2005
Physical Education and Sports Department, Middle East Technical University
Basketball Coach – 2005
Efes Pilsen Basketball Camps
Head Basketball Coach – 2004
METU Basketball Club
Trader – 2003
Turkiye IS Bank
Professional Basketball Player – 1995 to 2002
Turkish Women’s Professional Basketball League
2016 – Present Researcher, City of New Haven
2014 – Present Member, Dissertation committee at University of New Mexico
2015 Researcher, Women’s National Basketball Association (WNBA)
2014 Researcher, CT Open Tennis Tournament
- SMGT 2230 Management of Sports Industries
- SMGT 4415 International Sport Management
- SMGT 4474 Marketing and Public Relations in Sports
- SMGT 6600 Sport Business Toolkit
- SMGT 6610 The Sport Industry
- SMGT 6611 Sport Industry Marketing, Promotions & Public Relations
- SMGT 4450/6670 Marketing Research and Consumer Behavior in Sport
- SMGT 4599/6695 Independent Study