Ceyda Mumcu, Ph.D.

Ceyda Mumcu Headshot
Associate Professor
Chair, Sport Management
Coordinator, M.S. Sport Management

Sport Management Department
Pompea College of Business
Education

Ph.D. 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

About Ceyda

Ceyda Mumcu is an expert in fan behavior, sport marketing, women’s sports marketing, media representation of female athletes 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 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.

Published Intellectual Contributions

REFEREED JOURNAL ARTICLES

Mumcu, C., & Lough, N. (2022). Pro softball fan segments: A two-step cluster analysis. International Journal of Sport Marketing and Sponsorship, 23(3), 485-504. https://doi.org/10.1108/IJSMS-03-2021-0058

Mumcu, C., Lough, N., & Coyner, M. (2022). Motive-based fan taxonomy of professional softball International Journal of Sport Management and Marketing, 22(3/4), 161-188.

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 7th 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 6th 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 3rd 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 3rd 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
  • SMGT 1130  Globalization of Sport
  • SMGT 2230  Management of Sports Industries
  • SMGT 2260  Consumer Behavior and Marketing in Sport
  • SMGT 4415  International Sport Management
  • SMGT 4470 Sport Sponsorship Strategy and Sales
  • SMGT 4474 Marketing and Public Relations in Sports
  • SMGT 6600  Sport Business Toolkit
  • SMGT 6610 Strategic Sport Management
  • SMGT 6611  Sport Industry Marketing, Promotions & Public Relations
  • SMGT 6625  Sport Business Analytics
  • SMGT 4450/6670  Marketing Research and Consumer Behavior in Sport
  • SMGT 4599/6695  Independent Study

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