Ceyda Mumcu, Ph.D.

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 which is sold over 30 countries around the world and in every continent. She also 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. Recently, Dr. Mumcu and two of her students published a new case study examining WNBA player positions via a machine learning technique, which was derived from the students’ project in Dr. Mumcu’s Sport Business Analytics course. She published in Computers in Human Behavior, International Journal of Sport Marketing and Sponsorship, International Journal of Sport Management, International Journal of Sport Management and Marketing and more.

Dr. Mumcu recently joined an interdisciplinary research group of scholars, and their proposal, “Communicating for Justice and Equality: Women’s Sport and Corporate Social Advocacy” has received the Mary Ann Yodelis Smith Award for Feminist Scholarship and Mass Communication’s Commission on the Status of Women. The proposal also received a grant from the Arthur W. Page Center for Integrity in Public Communication at Penn State University.

Dr. Mumcu annually advises more than 60 undergraduate sport management students and has organized networking events with Octagon, the New York Yankees, and ESPN. She is dedicated to the professional development of her students and consistently seeks experiential opportunities for her students. In 2022, Dr. Mumcu received the Excellence in Recruitment, Advisement, or Retention award at the university, recognizing her impact on student success and career preparation.

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. degrees from University of New Haven and Middle East Technical University, in Ankara, Turkey.

Darvin, L., Mumcu, C., & Pegoraro, A. (2021). When virtual spaces meet the limitations of traditional sport: Gender stereotyping in NBA2K Computers in Human Behavior, 122. https://doi.org/10.1016/j.chb.2021.106844

Lebel, K., Mumcu, C., Pegoraro, A., LaVoi, N., Lough, N., & Antunovic, D. (2021). Re-Thinking Women's Sport Research: Looking in the Mirror and Reflecting Forward Frontier, 3. https://doi.org/10.3389/fspor.2021.746441

Mumcu, C., Fried, G., & Liu, D. (2019). Buffer zone: Policies, procedures, and reality. Journal of Legal Aspects of Sport, 29(1), 86-101.

Mumcu, C., & Mahoney, K. (2018). Use of decision tree model in sport management. Case Studies in Sport Management, 7(1), 1-3.

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. 

Edited Books

Brandao, M.*, Liu, J.*, & Mumcu, C. (2022). Analysis of the Women’s National Basketball Association Players’ Positions with Machine Learning. In C. Atwater, R.E. Baker, T. Kwartler (Eds), Applied Sport Business Analytics, Champaign, IL: Human Kinetics. (*students)

Mumcu, C., Griffith, N., & Gianchandani, A. (2022). Sport sponsorship. In A. Gillentine, B. Crow & B. Newland (Eds.), Foundations of Sport Management 4th ed. Morgantown, West Virginia: FIT Publishing.

Mumcu, C., Kristiansen, E., & Thompson, A. J. (2021). International sports management. In P. Pedersen & L. Thibault (Eds.), Contemporary Sport Management 7^th ed. Champaign, IL: Human Kinetics.

Mumcu, C. (2019). Business Analytics in Women’s Professional Sports. In N. Lough and A. N. Geurin (Eds.), Handbook of Business of Women’s Sport. London: Routledge, Taylor and Francis Publishing

Mumcu, C., Trendafilova, S. A., & Thibault, L. (2018). A North American perspective on international sports. In P. Pedersen & L. Thibault (Eds.), Contemporary Sport Management 6^th ed. (pp. 396-417). Champaign, IL: Human Kinetics

Mumcu, C. (2017). An introduction to analytics and data. In G. Fried and C. Mumcu (Eds.), Sport Analytics: A data-driven approach to sport business and management (pp. 17-32). Abingdon, Oxon: Routledge, Taylor and Francis Publishing.

Mumcu, C. (2017). An introduction to analytics and data. In G. Fried and C. Mumcu (Eds.), Sport Analytics: A data-driven approach to sport business and management (pp. 91-114). Abingdon, Oxon: Routledge, Taylor and Francis Publishing.

Mumcu, C. (2017). An introduction to analytics and data. In G. Fried and C. Mumcu (Eds.), Sport Analytics: A data-driven approach to sport business and management (pp. 115-129). Abingdon, Oxon: Routledge, Taylor and Francis Publishing.

Fried, G. B., & Mumcu, C. (2016). Sport Analytics: A data-driven approach to sport business and management. London: Routledge, Taylor and Francis Publishing.

Book Chapters  

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.

Encyclopedia Entries

Lough, N. L., & Mumcu, C. (2013). Commodification and Commercialization. In David Levinson & Gertrud Pfister (Eds.), Berkshire Encyclopedia of World Sport 3^rd ed. (pp. 297-300). Great Barrington, MA.

Lough, N. L., & Mumcu, C. (2013). Sponsorship. In David Levinson & Gertrud Pfister (Eds.), Berkshire Encyclopedia of World Sport 3^rd ed. (pp. 1185-1189). Great Barrington, MA.

Peer Reviewed Conference Proceedings

Alay, S., Mumcu, C., Kocak, M., & Korkusuz, F. (2009). Investigation of consumer-based brand associations of Turkish soccer teams. 14th European College of Sport Sciences (ECSS) Conference Proceedings (pp.134-135). Oslo, Norway (June 24-27, 2009).

Presentations Given

Mumcu, C., Xenofontos, A., Pegoraro, A. & Lough, N. (2022). Is Hockey for Everyone? Inclusivity of Hockey and NHL. Paper to be presented at Annual Sport Marketing Association Conference in Charlotte, NC (October 2022).

Lough, N, LaVoi, N. M., Pegoraro, A., Lebel, K., Mumcu, C., & Antunovic, D. (2022). DisruptHERS: A new model for women’s sport. Paper to be presented at Annual Sport Marketing Association Conference in Charlotte, NC (October 2022).

Mumcu, C., Lough, N., & Coyner, M. (2021). Fan Segments of a Niche Sport: A case of Professional Fastpitch Softball. Paper presented at Annual Sport Marketing Association Conference in Las Vegas, NV (October 2021).

Mumcu, C., & Lough, N. (2019). Segmentation of Women's Sport Fans: Identification and Motivations. Paper presented at Annual Sport Marketing Association Conference in Chicago, IL (November 8, 2019).

Huang, P., McGinnis, K., Mumcu, C., Suttiratana, S., & Tuakli-Wosornu, Y. (2019). Identifying coach and school characteristics facilitating the development of NCAA wheelchair basketball programs. Paper presented at North American Society of Sport Management (NASSM) Conference in New Orleans, LA (May 29-June 2, 2019).

Lough, N., Guerin, A. N., De Haan, D., McNary, E., Mumcu, C., Newland, B., Peetz, T., Sherry, E., Weight, E., Brown, B. (2019). The evolving business of women’s sport. Panel discussion presented at North American Society of Sport Management (NASSM) Conference in New Orleans, LA (May 29-June 2, 2019).

Mumcu, C. & Cakan, E. (2019). Does Olympic Games announcement affect stock markets? A Bayesian Casual Impact study. Paper presented at North American Society of Sport Management (NASSM) Conference in New Orleans, LA (May 29-June 2, 2019).

Mumcu, C. & Mahoney, K. L. (2018). Use of decision tree method in sport management. Paper presented at Sport Entertainment and Venues Tomorrow Conference in Columbia, SC (Mar 7-8, 2018).

Mumcu, C., & Lough, N. L. (2017). Can professional sport leagues successfully market to LGBT fans? Paper presented at 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. Paper presented at Sport and Recreation Law Association (SRLA) Conference in Las Vegas, NV (March 1-4, 2017).

Mumcu, C., & Fried, G. B. (2015). Case Study on Analytics in Sport Marketing. Paper presented at Pedagogy Symposium at 13th Annual Sport Marketing Association Conference in Atlanta, GA. (October 29, 2015).

Mumcu, C., & Lough, N. L. (2015). How do fans evaluate WNBA’s ‘Pride’ campaign? Paper presented at 13th Annual Sport Marketing Association Conference in Atlanta, GA. (October 28, 2015).

Mumcu, C., Fried, G. B., & Mondello, M. (2015). Truly Teaching Sport Analytics. Paper presented at Association of Sport Business Conference in Athens, OH. (March 23, 2015).

Mumcu, C., & Greenhalgh, G. P. (2014). Evaluation of attitudes towards women's collegiate basketball. Paper presented at 12th Annual Sport Marketing Association Conference in Philadelphia, PA. (October 22, 2014).

Mumcu, C., & Barnes, J. C. (2013). Evaluating Attitudes toward Women's Sports. Paper presented at 11th Annual Sport Marketing Association Conference in Albuquerque, NM. (October 23, 2013).

Mumcu, C. (2012). Test content of attitudes toward female athletes scale. Poster presented at 10th Annual Sport Marketing Association Conference in Orlando, FL. (October 23, 2012).

Alay, S., Mumcu, C., Kocak, M., & Korkusuz, F. (2009). Investigation of consumer-based brand associations of Turkish soccer teams. Paper presented at 14th European College of Sport Sciences (ECSS) Conference in Oslo, Norway. (June 24-27, 2009).

Mumcu, C., & Kocak, S. (2005). Comparison of social anxiety and assertiveness levels of selected university students. Paper presented at 46th ICHPER.SD Anniversary World Congress in Istanbul, Turkey (Nov 9-13, 2005).

Courses Taught