Following a
20-year career in marketing and advertising across a broad scope of business
sectors, channels and brands, including Adidas, Sky Sports, Nokia, Canon, Mars,
HSBC and Great Run, Michael joined Northumbria University as a Senior Lecturer
in February 2015, and was appointed Programme Leader for BSc Sport Management
in July 2015.
Michael has an active network in the sports industry, providing multiple benefits to students and the University – employment and placement opportunities, guest lectures, facility visits, consultancy and research projects, industry led dissertation topics and access to the latest industry insight, trends and developments.
He is undertaking doctoral research, and has recently been awarded Fellowship of the HEA. He also holds a UEFA B coaching licence.
Michael continues to be active in North East sport; on the fundraising committee of Sport Newcastle, on the committee of the Friends of Tynemouth Outdoor Pool, and a fundraiser for grass roots football club Gosforth Bohemian FC.
Michael is undertaking doctorate research to understand modernist marketing in the postmodern era of fandom: the needs and demands for digitised sport stadia. The theoretical framework for this investigation is Holt and Cameron's (2010) Cultural Strategy.
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