Cody Havard, Ph.D.

Sport and Leisure Management

(901) 678-5011
(901) 678-0034
Wilson School 140M
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Contact for Appointment

Faculty Profile

Dr. Havard is an Associate Professor of Sport Commerce in the Kemmons Wilson School of Hospitality and Resort Management at The University of Memphis. Dr. Havard received his Ph.D. in Sport Administration from the University of Northern Colorado, also holds an M.Ed from Texas State University – San Marcos and a B.S. from The University of Texas at Austin. His primary line of research addresses rivalry in sport and its impact on fan behavior. He has published work in journals such as Sport Management Review, Sport Marketing Quarterly, the Journal of Sport Behavior, the International Journal of Sport Management and Marketing, and the International Journal of Sports Marketing and Sponsorship. For his research efforts, Dr. Havard was named the 2015 Emerging Scholar in Sports Marketing by the SportSIG of the American Marketing Association.

Dr. Havard developed and validated the Sport Rivalry Fan Perception Scale (SRFPS) to measure the perceptions fan have toward their favorite team's rival and Glory Out of Reflected Failure (GORFing) to describe the joy fans experience when someone other than their favorite team defeats their rival. His internationally recognized work has been featured in publications such as The Wall Street Journal and The Secret Lives of Sports Fans: The Science of Sports Obsession, and he is the founder and editor of Dr. Havard has taught Sport Marketing, Sport Promotions, and Sport Fan Behavior at the undergraduate and graduate levels at The University of Memphis, and Global Sport Perspectives at the undergraduate level.

Dr. Havard has outreach experience working with Texas Women's Basketball, Austin Parks and Recreation Department, the University Interscholastic League, the United States Olympic Committee, the Jackson Generals, and Northern Colorado Women's Athletics.


Ph.D., University of Northern Colorado: Sport Administration
M.Ed., Texas State University
B.S., The University of Texas at Austin


Sport and Leisure Management
International Sport Management
Rivalry and Fan Behavior


Rivalry in Sport
Outcomes of Rivalry
In-group Behavior
Fan/Consumer Behavior