Stephen McDaniel

Stephen McDaniel is an Associate Professor in the Department of Kinesiology at the University of Maryland's School of Public Health. His research focuses on marketing and media phenomena in sport management, with a particular emphasis on social psychological aspects of sport consumption and audience media use. He holds an affiliate appointment in the Department of Communication and serves on editorial boards of leading journals like the International Journal of Sport Marketing and Sponsorship. Dr. McDaniel earned his PhD in Marketing Communication from Florida State University, followed by an MA in Public Relations from the University of South Florida and a BS in Broadcast Journalism from Moorhead State University.

His research interests include the psychological drivers of consumer behavior in sport contexts, such as gambling, alcohol use, and promotional proneness. He was honored as a Research Fellow by the North American Society for Sport Management in 2005. McDaniel has published extensively on event sponsorship, media response, and the intersection of technology and sport. His work has appeared in journals like the Journal of Business Research and the Journal of Sport Management.

McDaniel’s contributions extend to editorial leadership and academic service. He frequently presents at conferences such as the American Marketing Association and the Association for Consumer Research. His research bridges marketing theory with practical applications in sport, media, and consumer psychology.