Sebastian Uhrich

Sebastian Uhrich is a Full Professor of Sport Business Administration at the German Sport University Cologne. He holds a PhD and Habilitation in Marketing from the University of Rostock, Germany, and a Diploma in Sport Management from the University of Bayreuth. His research focuses on sport marketing, consumer behavior, and innovation management in spectator sports. Notable projects include exploring brand positioning in international markets and analyzing the psychological effects of rivalry in sports.

Research Interests: Sport marketing strategies, consumer interactions in sports, brand rivalry dynamics, and the internationalization of team sports. His work bridges marketing theory with practical applications in sports contexts.

Key Projects:

• "Avoiding Negative Image Transfer in Sponsorship Crises"
• "Rivalität und Fan-Aggressionen" (Rivalry and Fan Aggression)
• "Effects of Humor in Ambush Marketing"

Awards:

• EASM 2020 Best Conference Reviewer Award

Activities and Media: He frequently participates in academic conferences, delivers guest lectures, and engages with media on topics like sponsorship strategies and sports branding. His work has been featured in over 100 publications, covering areas such as fan engagement measurement and brand rivalry effects.