Falk College of Sport and Human Dynamics at Syracuse University. His research focuses on the brand management practices of sport organizations and how they can best harness the power of their brand to further their business objectives. He has examined topics such as the effectiveness of brand extensions in sport, the brand associations consumers hold for sport organizations, and the use of new media forums, specifically sport video games and social media outlets, as marketing and branding tools. Prior to entering academia, Dr. Walsh worked in marketing with the NFL’s Buffalo Bills, and was an associate with Velocity Sports and Entertainment (now Team Epic), where he developed and executed strategic marketing plans for a number of today’s top sponsors of professional and collegiate sport properties.