Dr Jamie Kenyon


  • Senior Lecturer in Sport Management
  • University and College Union (UCU) Department Representative (SSEHS)

Dr Jamie Kenyon is a Senior Lecturer in Sport Management. He is also the current Academic Integrity Lead for undergraduate sport degree programmes, and the University and College Union (UCU) Department Representative, both for the School of Sport, Exercise and Health Sciences.

Dr Kenyon graduated from Liverpool Hope University with a first class honours degree in Sport Development and Sport Studies in 2009 before completing an MSc degree in Research Methods with a focus on qualitative research in 2010 (also from Liverpool Hope University).

In 2010, Dr Kenyon joined the now-defunct Centre for Olympic Studies & Research (COS&R) based at the University to undertake a fully-funded research studentship (PhD) in sport management and marketing, which he completed in 2013. While studying for his PhD, Dr Kenyon was also employed, part-time, at Liverpool Hope University as a lecturer in sport studies (focusing on introductory sport sociology and football studies), and at Loughborough University as a research assistant.

Between completing his PhD and starting his current role in the School of Sport, Exercise and Health Sciences at Loughborough University in August 2015, Dr Kenyon held positions as an assistant lecturer in sport management at Loughborough University (2013-2014) and as a lecturer in sport management at the University of Northampton (2014-2015). He was promoted to Senior Lecturer at Loughborough University in 2021.

Dr Kenyon's research is predominantly focused on the strategic marketing and management of sport events and organisations, spanning community-based organisations and events (e.g., third sector sport organisations and small-scale events) through to their international counterparts (e.g., NGSOs like the IOC, and mega-events like the Olympic Games), and specifically focuses on:

  • The various impacts and legacies of events (e.g., image, the climate and environment, volunteers, sport policy, etc.)
  • Branding and relationship management in sport (specialising in football marketing)
  • Managing community and volunteer sport organisations (CVSOs)

Across these fields of research, Dr Kenyon has had several articles published in peer-reviewed journals and has written numerous chapters for edited monographs (including one chapter for a French reference work, one for a worldwide best-selling textbook, and two in Routledge Handbooks) which have generated international impact and are included as primary texts on indicative reading lists at higher education institutions around the world.

Dr Kenyon welcomes PhD applications in these three fields of research and is currently supervising the following students:

  • Laura Borrie (started 2019, primary supervisor) – "Developing graduate attributes and employability through sports-based volunteering"
  • Amer Saad Alajmi (started 2020, secondary supervisor) – "Nation branding through sporting events: exploring the impact of hosting non-mega sport events on the destination image in Saudi Arabia"
  • Helen Hathaway (started 2020, secondary supervisor) – "Better evidencing the impact of Sport for Development – An ethnographic case study of the YES project"
  • Mengying Niu (started 2020, secondary supervisor) – "Olympic Legacy Analysis: Beijing 2022 Olympic and Paralympic Winter Games"
  • Bickram Ram (started 2021, secondary supervisor) – "Analysing the role of agents in building athletes’ brands in football"
  • Viola Lyu (started 2021, secondary supervisor) – "Motivations and satisfaction in Chinese sport event volunteering”
  • Haojin Zhou (started 2023, secondary supervisor) – “The Impact of the UK Code for Sport Governance on National Sport Federations”
  • Tess Dehan (started 2023, primary supervisor) – “Carbon emissions from grassroots and youth sport: a gendered analysis” [recipient of Vice Chancellor’s Scholarship Award]
  • Jamie Wilks (started 2023, primary supervisor) – “Exploring the synergies and trade-offs of adopting sustainable practices in sport” [recipient of Vice Chancellor’s Scholarship Award]
  • Jinyu Wang (started 2023, primary supervisor) – “Environmental sustainability in Chinese sport organisations post-2008”
  • Chou Wang (started 2023, secondary supervisor) – “The role of sports volunteering in promoting mental well-being among young people”

Dr Kenyon has supervised the following students through to completion of their PhD studies:

  • Dr Alex Thurston (completed 2017, second supervisor) - "An analysis of the implementation of Clubmark and two associated policies in boxing, swimming and rugby union"
  • Dr Laila El-Dabt (completed 2019, co-supervisor) - "Sport mega-events and soft power: exploring the cases of Qatar, the United Arab Emirates and Bahrain"
  • Dr Colette Sisofo (completed 2019, second supervisor) - "Improving integrity issues in sport: addressing harassing and abusive behaviours through organizational policies"
  • Dr John Hie (completed 2020, third supervisor) - "The impact of management corruption on football fandom"
  • Dr Anupa Mudiyanselage (completed 2022, second supervisor) - "Analysing community sport development in Sweden, England and Sri Lanka"
  • Dr Sungkyung Kim (completed 2022, third supervisor) - "How can we enhance public support for mega sport events?: A study on the influence of Government-Public Relationship on Residents’ Support of the Tokyo 2020 Summer Olympic and Paralympic Games"

Dr Kenyon is also the co-lead and one of the founding members of Sports for Climate Action and Nature (SCAN) research cluster.

To supplement his academic activities, Dr Kenyon maintains an extensive bank of practical sports coaching experience (14+ years) and enterprise/consulting experience (10+ years). The latter is aligned to Dr Kenyon's research expertise and interests and he can demonstrate a developing profile of creating social, cultural and economic impacts through engagement with public bodies (e.g., Sport England, UKAD), charities (e.g., StreetGames), ministerial departments (e.g., the Home Office), law enforcement agencies (e.g., Police and Crime Commissioner [PCC], Warwickshire Police) and third sector organisations (e.g., Target Football CIC) in delivering knowledge exchange through evaluative and scoping research and contracted consulting.

Dr Kenyon is an editorial board member for the Journal of Qualitative Research in Sport Studies, Managing Sport & Leisure, Cogent Social Sciences and is Editorial Advisory Board Member of the Event Management journal. He has also undertaken peer reviews both for all these journals and for the following: the International Journal of Sport Policy and Politics; the Asian Journal of Sport History & Culture; Soccer & Society; Managing Sport & Leisure; International Politics; the Journal of Hospitality and Tourism Management; Social Behaviour and Personality: An International Journal; the Journal of Product & Brand Management; the Bulletin of Latin American Research; Place Branding &  Public Diplomacy; the International Journal of Sport History; European Sport Management Quarterly; and, the Journal of Strategic Marketing.

Dr Kenyon is a member of the Sport Ecology Group, the International Place Branding Association, The Football Collective, the Chartered Institute for the Management of Sport & Physical Activity, the Football Supporters Federation, and the European Association of Sport Management.

Featured publications

Journal Articles

Book Chapters

  • Slack, T., Kenyon, J.A., & Manoli, A.E. (2021). Strategy in sport organizations. In, T. Slack, M.M. Parent, T. Byers, & A. Thurston (eds.) Understanding Sports Organizations: The Application of Organization Theory (3rd Edition, pp.149-172). Champaign, Ill.: Human Kinetics Publishers.
  • Kenyon, J.A., Mason, C., & Rookwood, J. (2019). Emerging third sector sports organisations and navigating uncertainty in an “era of austerity”: a single ethnographic case study from Liverpool. In, D. Parnell, P. Millward, P. Widdop, N. King, & A. May (eds.) Sport Policy and Politics in an Era of Austerity (pp. 24-41). Oxon: Routledge

Conference Presentations

  • Kenyon, J.A. (2022). Preliminary findings from a longitudinal examination of the impact of the COVID‐19 pandemic on domestic supporters of England's professional football clubs: A social capital perspective. Presented at the 30th European Sport Management Conference (EASM 2022), 5th - 9th September, Innsbruck, Austria.
  • Borrie, L., Kenyon, J.A., Downward, P., Harvey, C. (2022). Measuring the impact sport-volunteering has on university students' development. Presented at the 30th European Sport Management Conference (EASM 2022), 5th - 9th September, Innsbruck, Austria.