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Dr. Norm O'Reilly - Keynote Speaker

Dr. Norm O’Reilly is recognized as one of the leading scholars in the business of sports. He is currently Professor and Assistant Dean of Executive Programs in the Lang School of Business & Economics at the University of Guelph, a leading university near Canada’s largest city of Toronto.

As Assistant Dean, he leads Lang’s two professional programs, the MBA and MA(Leadership) degrees. Dr. O’Reilly is also the founding Director of the International Institute for Sport Business & Leadership at Guelph, a think-tank devoted to improving the sport business globally.

Dr. O’Reilly is a full professor in the School of Hospitality, Food and Tourism Management at Guelph, jointly appointed to the Department of Management (accounting steam). 

He was previously the Richard P. and Joan S. Fox Professor of Business and Chair of the Department of Sports Administration at Ohio University’s College of Business. 

During his tenure at Ohio University, its programs were consistently ranked amongst the best in the world according to Sport Business International’s annual rankings, including Ohio’s MSA program which was named the #1 sport business graduate program globally in 2015, 2016, 2017 and 2018. 

Dr. O’Reilly has expertise in a range of business topics, including analytics, marketing, sponsorship, social media, sport finance, social marketing, tourism management, and management education. He has authored or co-authored 10 books, 14 case studies in the Harvard/Stanford series, and more than 125 peer reviewed
journal articles.

His books include the 2016 release Sports Business Management: Decision Making Around the Globe with George Foster and Tony Davila, and the 2015 book Global Sport Marketing:  Sponsorship, Ambush Marketing and the Olympic Games, with Richard Pound, Rick Burton, Benoit Seguin and Michelle Brunette.

At conferences, he has won 12 Best Paper awards and has more than 150 conference presentations to his credit. Dr. O’Reilly is the lead researcher on the Canadian Sponsorship Landscape Study, a highlight of the annual Canadian Sponsorship Forum since 2007, currently in its thirteenth edition.

Session title: The Business of Soccer: Trends to Watch out for in the 2020’s in Canada and Beyond

In this content-deep, data-rich presentation with a focus on applied take-aways for generating resources for soccer and soccer organizations in Canada, Dr. O’Reilly will share insights from a variety of recent studies he has been involved with including longitudinal work on sponsorship and property value for Canadians and an 18 country study on sporting trends. This includes learnings from global soccer and non-soccer organizations ranging from the EPL to La Liga to UFC to F1, and athletes like Messi and Bianca.