Richard Cooper

Richard Cooper is a Senior Lecturer in the Marketing Subject Group at Sheffield Hallam University's College of Business, Technology and Engineering. He has been at the institution since 1999, initially focusing on Sports Management before joining the Sheffield Business School in 2011. He concurrently serves as Programme Delivery Lead for the Made Smarter Leadership and Management training programme in Yorkshire and the Humber region. His teaching expertise spans Strategic Management, Events Management, and Marketing. Prior roles included course development in Australia and the Far East, student recruitment worldwide, and project management for sport and arts tourism initiatives. His research interests center on event sustainability, cultural tourism, and the interplay between sports events and regional/national identity. He has published extensively on event creation strategies, post-pandemic event recovery, and the role of cycling events in place branding.

Dr. Cooper's academic background includes a focus on combining practical industry experience with academic rigor. His work bridges theoretical frameworks in marketing and management with real-world applications in tourism and event industries. He has contributed to initiatives enhancing leadership training in regional business ecosystems. Though no formal awards are listed, his leadership roles reflect recognition of his contributions to academic and professional communities.

His research outputs include book chapters and conference presentations analyzing event sustainability challenges, the socio-cultural impacts of major sports events like the Tour of Flanders, and recovery strategies for the UK gravel bike event sector post-COVID-19. His publications emphasize innovative approaches to event design, strategic management in tourism, and leveraging events for regional development.