Paul Cook

Paul Cook is a Senior Lecturer and Programme Leader for BSc (Hons) Sport Management at Northumbria University. His career spans academic leadership, interdisciplinary research, and international collaboration.

• PhD in Marketing (2013)
• MA Sport Coaching and Development with distinction (2003)
• First-class BSc in Surf Science and Technology (2003)
• Association for Project Management Professionals Qualification (2004)

Research focuses on: authenticity in global surf brand marketing, student journey experiences, human interaction in sport business contexts, and methodological approaches for authentic representation. His work intersects with Social Inclusion, Women’s Sport & Wellbeing, and Sport Pedagogy research groups.

Recent publications examine: brand value co-creation in education marketing, surf tourism ethics, micro-celebrity influence on social media, and ethnographic insights into leisure experiences. He previously secured £10m+ in competitive EU funding and developed international programs in Singapore, Barcelona, and Thailand through partnerships like FC Barcelona and Barca Innovation Hub.

• Active in interdisciplinary research groups (Cornwall Air Quality, Social Inclusion)
• Led award-winning SMART Women education project replicated across Europe