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  3. Leo Watkins

  • Leo is an experienced lecturer and Advance HE Fellow with a keen interest in the study of sport across business, marketing, sociology and psychology disciplines. Leo joined the University of Northampton in 2023 as a Senior Lecturer in Sport Media and Marketing, having previously taught across a range of sport and football business programmes at UCFB Wembley. Prior to this, Leo completed his PhD in Sport Psychology and Marketing at the University of East London.

  • Leo currently leads the following modules:

    • Managing Esports Marketing Campaigns
    • Digital Sport Marketing Practice
    • Sport Business Market Research
    • Global Sport Media

  • Leo’s PhD research examined experiential running brand advertising and the psychological experiences of ultra-runners. Leo has since developed interest in researching sports fans and their experiences and behaviours. Alongside this, Leo also has an interest in pedagogical research, including student engagement with feedback and the formation of student expectations of lecturers.

  • Watkins, L., Wilson, M., & Buscombe, R. (2022). Examining the diversity of ultra-running motivations and experiences: A reversal theory perspective. Psychology of Sport and Exercise, 63, 102271. https://www.sciencedirect.com/science/article/pii/S146902922200139X?via%3Dihub

    Watkins, L., & Cox, L. (2021). The limits of loyalty to professional football teams and the attraction of non-league football: A case study of Worcester City FC. Soccer & Society, 22(7), 716–731. https://doi.org/10.1080/14660970.2020.1835652

    Watkins, L., Wilson, M., McDermott, M., & Buscombe, R. (2016). An Empirical Evaluation of the Reversal Theory State Measure Using Three Running Brand Video Commercials. Journal of Motivation, Emotion, and Personality, 5, 27–36. https://doi.org/10.12689/jmep.2016.504