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Dennis Howard

Professor Emerit of Marketing

Affiliations: Marketing, Warsaw Sports Business Center
Office: Anstett 397D

About

Biography:

Dennis Howard has been connected to the University of Oregon for more than fifty years since graduating with a BS in 1966. He served on the UO faculty on two separate occasions before joining the Lundquist College of Business as a professor of sports business with the Warsaw Sports Business Center in 1997. Just prior to joining the college, he served six years as the director of the graduate program in sport management at Ohio State University. He has also been a faculty member at Texas A&M and Pennsylvania State University.

Considered the leading authority on sports finance, Howard has authored three books and more than 100 articles in sports and leisure management and marketing publications. Most notably, his book Financing Sport (coauthored with John L. Crompton) pioneered the application of business and financing principles to the sports industry.

In addition to his scholarly achievements, Howard is an accomplished and respected teacher that always puts students first. He initiated the college's ties to the Pacific Rim, helping to launch the first sports business program in China at Fudan University and playing a leading role in the college's Engaging China initiative, which gives students real-world insights into business in China through annual study tours to Beijing and Shanghai. Moreover, his dedication and service to the university have been essential to improving and evolving the education and quality of life that define the University of Oregon.

Professionally, Howard has actively engaged with industry, bringing his extensive knowledge, keen insights, and connections to bear while serving as a consultant to key sports franchises, companies, and markets. He is a go-to source for media seeking insights into sports business, and he is among the most quoted and cited authorities at the University of Oregon. Article, "Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty," with Robert Madrigal and Daniel Mahony was acknowledged by Sport Marketing Quarterly in 2011 for "20-20 Award" as one of Top 20 articles over the past twenty years.

Prior to his academic career, Howard held management roles in municipal government in Oakland and Mountain View, California.

Degree History:
  • PhD, Oregon State University, 1975
  • MS, University of Illinois, 1968
  • BA, University of Oregon, 1966
Previous Positions:
  • Dean, Lundquist College of Business, University of Oregon, 2008–2010
  • Marketing Department Head, Lundquist College of Business, University of Oregon, 2005–2008
  • Academic Coordinator, Warsaw Sports Business Center, Lundquist College of Business, University of Oregon, 1998–2005; 2010–2013
  • Professor and Head of Graduate Program in Sport Management, College of Education, The Ohio State University, 1992–1997
  • Professor and Graduate Coordinator, College of Human Development and Performance, University of Oregon, 1989–1991
  • Associate Director, Oregon Tourism Institute, 1987–1990
Professional Leadership:
  • Chair, MBA Revision Committee, Lundquist College of Business, University of Oregon, 2007–2008
  • Member, Faculty Senate Subcommittee on Arena Financing, University of Oregon, 2007–2008
  • Co-Chair, University Strategic Housing Committee, University of Oregon, 2006–2008
  • Member, University NCAA Recertification Committee, University of Oregon, 2006–2008
  • Member, Executive Council, Lundquist College of Business, University of Oregon, 2005–2008
  • Editor-in-Chief, International Journal of Sport Finance, 2004–2008
  • Member, Editorial Board, International Journal of Sports Marketing & Sponsorship, 1997–2008
  • Member, Editorial Board, Journal of Sport Management, 1993–2006
  • Fellow, North American Society for Sport Management, 2001
  • Co-Chair, Campus Campaign, College of Education, The Ohio State University, 1997
  • Member (elected), Faculty Council, College of Education, The Ohio State University 1995–1996
  • Secretary/Treasurer, Academy of Leisure Sciences, 1988–1990
  • President, Oregon Park and Recreation Society, 1987
  • Board of Directors, Society of Park and Recreation Educators, 1980–1982
Honors and Awards:
  • Harry R. Jacobs Professional Service Award, Lundquist College of Business, University of Oregon, 2008
  • Undergraduate Teaching Award, Lundquist College of Business, University of Oregon, 1999, 2007, 2011
  • James F. Reinmuth MBA Teaching Excellence Award, Lundquist College of Business, University of Oregon, 2005
  • Philip H. Knight Professor of Business, Endowed Chair, Lundquist College of Business, University of Oregon, 2005
  • Harry R. Jacobs Distinguished Teaching Award, Lundquist College of Business, University of Oregon, 2002
  • Charter Research Fellow, North American Society for Sport Management, Virginia Beach, VA, 2001
  • Distinguished Colleague Award, National Recreation and Park Association, Miami, Florida, 1998
  • Earle F. Zeigler Lecture Award, North American Society for Sport Management, Buffalo, New York, 1998
  • Charles K. Brightbill Outstanding Graduate Award, University of Illinois, College of Applied Life Sciences, 1997

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Publications

Journal Articles:

Howard, Dennis, and John Crompton. "Costs: The Rest of the Economic Impact Story." Journal of Sport Management 27, no. 5: 379-392. https://doi.org/10.1123/jsm.27.5.379.

September 2013

Howard, Dennis, and Jeffrey Stinson. "The Impact of SPLIT Donors on Academic and Athletic Giving." Journal of Sport Management 24, no. 6: 744-768. https://doi.org/10.1123/jsm.24.6.744.

November 2010

Howard, Dennis, and Jeffrey Stinson. "Intercollegiate Athletics as an Institutional Fundraising Tool: An Exploratory Donor-based View." ;Journal of Nonprofit & Public Sector 22, no. 4: 312-335. https://doi.org/10.1080/10495140802662572.

November 2010

Howard, Dennis, Robert Madrigal, and Danial Mahony. Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty." Sport Marketing Quarterly 9, no. 1: 15-25.

March 2000

Howard, Dennis, Mark Havitz, and Mark Pritchard. "Analyzing the Commitment-Loyalty Link in Service Contexts." Journal of Academy of Marketing Science 27: 333-348. https://doi.org/10.1177/0092070399273004.

June 1999
Books:

Howard, Dennis, and John Crompton. Financing Sport. Morgantown, West Virginia: FIT Publishers.

February 2014

Howard, Dennis, and Brad Humphreys. The Business of Sports. Westport, Connecticut: Praeger.

July 2008

In the News

A new book by Professors Emerit of Marketing Roger Best and Dennis Howard is helping to define an industry.
Roger Best, Dennis Howard, Ofuma Eze-Echesi, and David Borlack examined the impact of the COVID-19 pandemic on U.S. sportswear revenues.
Beloved colleague, professor, and friend—the inimitable Dennis Howard—will fully retire from the Lundquist College in December 2016.

Born out of the idea that University Day could expand beyond sprucing up campus, the first-ever UO Giving Day brought in 1,507 donations.

Kelsey Philpott, MBA ’11, says he wouldn't be where he is today without the Warsaw Center and the University of Oregon.
During his two-year tenure as dean, Dennis Howard initiated many far reaching changes at the Lundquist College of Business.
As Dean Howard said, “The path to knowledge and personal growth that you have now concluded is one that I hope will remain with you and serve you well throughout the rest of your life.

It's been busier than usual around the Lundquist College, with the first significant renovation to Gilbert Hall (to be reborn Anstett Hall) since 1920 beginning this week and the Chiles Center set for a remodel this summer. Find out what's in store in this video with Dean Dennis Howard.