Sinead O'Keeffe

Sinead O'Keeffe is a Lecturer in the Department of Management and Organisation RIKON at South East Technological University (SETU), within the School of Business. She serves as Course Leader for the Higher Certificate in Business Studies programme. Her research focuses on sports sponsorship, particularly image transfer effects in Formula 1 sponsorship.

Education:

• Masters in Business in Internationalisation (SETU, 2003)
• Bachelor of Arts (Hons) in Applied Languages (SETU, 2002)

Research Interests: Investigates the dynamics of brand image transfer through sports sponsorships, with a specific focus on Formula 1. Her work bridges marketing theory and practical sponsorship strategies in high-profile sporting events.

Advising & PhD: Accepting PhD students and currently pursuing a PhD at Loughborough University under Dr. Do Young Pyun and Dr. Peter Dickenson, studying sponsorship effectiveness in elite sports.