Cody T. Havard


(901) 678-5011
(901) 678-0034
Fogelman Executive Center 447
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Faculty Profile

Dr. Cody T. Havard is a Professor of Sport Commerce and the Coordinator of Research for the Kemmons Wilson School of Hospitality and Resort Management at the University of Memphis. Dr. Havard earned his B.S. in Sport Management from the University of Texas at Austin, M.Ed. in Sports and Leisure Management from Texas State University at San Marcos, and Ph.D. in Sport Administration from the University of Northern Colorado. 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 the University of Texas Women's Basketball, Austin Parks and Recreation Department, University Interscholastic League, United States Olympic Committee, Jackson Generals, and University of Northern Colorado Women's Athletics.


Ph.D., University of Northern Colorado: Sport Administration
M.Ed., Texas State University at San Marcos: Sports and Leisure Management
B.S., University of Texas at Austin: Sport Management


SLS 4135: Sport and Culture Global Perspectives
SLS 4500: Sport and Leisure Marketing
SLC 4622: Fan Behavior/Rivalry
SLC 6622: Fan Behavior/Rivalry
SPRT 7420: Sport Marketing


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