Michael M. Goldman

Michael M. Goldman is Professor of Sport Management and Associate Dean of Graduate Programs and Strategic Initiatives at the University of San Francisco’s College of Arts & Sciences. He is a full-time faculty member who also serves as adjunct faculty at the Gordon Institute of Business Science (GIBS) in Johannesburg and sits on the board of the Case Research Foundation.

Education & Prior Roles

• DBA, Gordon Institute of Business Science (GIBS), 2014
• MBA, Gordon Institute of Business Science (GIBS), 2005
• Former Senior Lecturer in Marketing, University of Pretoria (GIBS)
• Advisor to the 2018 Rugby World Cup Sevens Host Committee
• Advisor, Rumble Ventures Sports Innovation Fund

Research & Applied Expertise

Goldman’s scholarship lies at the intersection of sport marketing, sponsorship analytics, and consumer psychology. He studies how fans form identities with teams, how brands leverage sport partnerships, and how organizations can translate these insights into revenue growth. His work spans professional sport franchises (San Francisco Giants, LA Clippers), global sponsors (MTN Group), and governing bodies such as CONCACAF and Cricket South Africa.

Across more than fifteen recent publications, Goldman’s research trajectory reveals a consistent focus on three themes: fan engagement and disengagement, sponsorship ROI and brand building, and innovative case-based pedagogy. He employs mixed methods—qualitative case studies, quantitative market analyses, and experimental designs—to tackle questions ranging from esports broadcasting during COVID-19 to the financial impact of team rebranding.

Honours & Awards

• Visiting Professorship, Universidad Peruana de Ciencias Aplicadas (2020)
• North American Case Research Association – Silver Best Case Award (2019)
• Sarlo Prize for Excellence in Teaching, USF (2017)
• NACRA – Bronze Best Case Award (2017)
• Paul R. Lawrence Fellowship, Case Research Foundation (2015)

Consulting, Grants & Labs

Goldman maintains an active portfolio of industry partnerships that function as living laboratories for his research and teaching. Recent collaborations include designing sales-skills workshops with the Los Angeles Clippers, advising MTN on FIFA World Cup activation, and assessing brand equity for the San Francisco Giants’ season-ticket retention campaigns. While specific grant amounts are not disclosed, his ongoing work with teams and federations provides continuous funding for case development and experiential-learning initiatives.