Brandon Mastromartino

Clinical Assistant Professor

Brandon Mastromatrino

Department of Applied Physiology & Wellness


Ph.D., University of Georgia


3101 University Blvd, Ofc.306E
Dallas, 75205
Box 385



Brandon Mastromartino is a Clinical Assistant Professor of Sport Management in the Annette Caldwell Simmons School of Education & Human Development and the Department of Applied Physiology and Wellness. He completed a Ph.D. and M.S. in Sport Management from the University of Georgia and a B.A. in Media & Communications from the University of Western Ontario. Brandon has extensive experience in the sport industry, working with various sport organizations and corporate clients in market analysis, sponsorship opportunities, social media strategy, program development, and marketing/sponsorship ROI measurement. He has worked with sport organizations such as the Atlanta Braves, New York Mets, New York Rangers, Florida Panthers, Los Angeles Football Club, Major League Baseball, National Lacrosse League, and the University of Georgia Athletics. At SMU, Brandon teaches Sport Marketing, Revenue in Sport, and Contemporary Issues in Sport Management.

Brandon’s research is focused on understanding the psychological aspects of sport consumers and how socio-cultural factors contribute to that understanding. With a focus on sport fan psychology, Brandon’s research is centered on two main streams: (a) psychological and socio-cultural aspects of sport fan communities and (b) sport fan identification. In his studies, he has adopted theories based in behavioral sciences, social economics, social capital, and consumer psychology. His goal when conducting research is to analyze critical issues in sport consumer psychology in an effort to develop and achieve long-term marketing strategies for sport organizations and advance the academic field of sport management. Brandon is a member of several professional associations including AMA (American Marketing Association), NASSM (North American Society for Sport Management), and SMA (Sport Marketing Association).

Brandon’s interests include traveling, live music, and of course sports! He lives in Dallas with his wife Allie and their dogs Miga and Penny.

Selected Publications

Mastromartino, B., & Zhang, J. J. (2020). Affective outcomes of membership in a sport fan community. Frontiers in Psychology: Movement Sciences and Sport Psychology, 11, 881.

Mastromartino, B., Qian, T.Y., Wang J.J., Zhang, J.J. (2020). Developing a fanbase in niche sport markets: An examination of NHL fandom and social sustainability in the sunbelt. Sustainability 12(3), 1115.

Pifer, N. D., Mastromartino, B., Zhang, J. J. (2020). Selling fun and making a fortune: An examination of Mark Cuban’s impact on sport and business. Sport in Society, DOI: 10.1080/17430437.2020.1723833

Mastromartino, B., Zhang J.J., Hollenbeck C.R., Suggs D.W., Connaughton D.P. (2019) Conceptually assessing sense of membership in a sport fan community. Journal of Sport Behavior 42(3), 332-364.

Davies, M., Naraine, M. L., Mastromartino, B. (2019). Puck drop in the Pacific Northwest: Building brand equity for a new professional sport franchise. Case Studies in Sport Management 8(1), 18-24.

Mastromartino, B., Chou, W. W., & Zhang, J. J. (2018). The passion that unites us all – The culture and consumption of sport fans. In C. L. Wang (Ed.), Exploring the rise of fandom in contemporary consumer culture (pp. 52-70). Hershey, PA: IGI Global.