Jason W Lee

Professor | Sport Management

Leadership, School Counseling & Sport Management | College of Education & Human Services

Areas of Expertise

My primary research interests focuses on sport brand management and visual identity in sport. More specifically, my ongoing research predominately focuses on university branding and visual identity. 

Education

Doctor of Philosophy (2002)

Physical Education

Specialization: Sport Administration

Florida State University

Tallahassee, FL

 

Master of Science Foundations of Education (1999)

Specialization: Sport and Fitness Management

Troy State University

Troy, AL

 

Bachelor of Science Social Science (1997)
Minor: Criminal Justice
Suma cum laude

Troy State University

Troy, AL

 

Associate of Arts (1995)

General Studies

Magna cum laude

Lake City Community College

Lake City, FL
 

Biography

Jason W. Lee, PhD, is a Professor of Sport Management at the University of North Florida. Dr. Lee maintains an active research agenda in the areas of sport brand management and visual identity in sport. Dr. Lee has been published in a wide variety of academic journals including: Sport Marketing Quarterly (SMQ), Journal Sport Management (JSM), International Journal of Sport Communication (IJSC), International Journal of Entrepreneurial Venturing (IJEV), Journal of Issues in Intercollegiate Athletics (JIIA), Journal of Hospitality, Leisure, Sport, and Tourism Education (JoHLSTE), Journal of Contemporary Athletics (JCA), and Strategies: A Journal for Physical and Sport Educators, among others. He has edited multiple textbooks Branded: Branding in Sport Business (as well as an enhanced second edition of this work), Sport and Criminal Behavior, and Policy and Governance in Sport: Issues, Organizations, and Practical Application and has been contracted to edit an associated book connected to Branded entitled Branding in Higher Ed: Every University Tells A Story. Furthermore, he also co-authored Brand Identity in Sport. 

Awards

Honors & Awards

• Pedagogy Symposium Co-Coordinator, Sport Marketing Association, 2012 & 2013
• Student Case Study Competition Coordinator, Sport Marketing Association, 2010
• President of the Sport Division-Florida Alliance for Health, Physical Education, Recreation, Dance, and Sport (FAHPERDS), 2008-2009
     o President-elect of the Sport Division-Florida Alliance for Health, Physical Education, Recreation, Dance, and Sport (FAHPERDS), 2007-2008
• Selected to go to Plymouth, England to take part in an international Transformational Learning Opportunity (TLO) with University College Plymouth St. Mark & St. John (Marjon), 2007
     o Took part in cultural exchange program and supervised field experience workers with the Plymouth Argyle Football Club and the City of Plymouth Recreation and Leisure
• Invited to be Featured Presenter for the Sport Division at the Florida Alliance of Health, Physical Education, Recreation, Dance, and Sport (FAHPERDS), 2005
• Appointed Executive Director of the Alabama Institute for Sport and Fitness Management (AISFM), 2003-2006
• Graduate Teaching Assistantship, Florida State University, 1999-2001
• Graduate Research Assistantship, Florida State University, 1999-2001
• Graduate Teaching Assistantship, Troy State University, 1999-2000
• Who’s Who Among American Colleges and Universities, 1997-1998
• Excellence in Leadership Scholarship, Troy State University, 1996-1997
• Baptist Campus Ministries (BCM) Leadership Council, Troy State University, 1996-1997
• Federal Bureau of Investigation National Academy (FBINA) Scholarship, 1996-1999
• American Association of State Troopers (AAST) Scholarship, 1994-1996
• Florida Vocational Gold Seal Scholarship, 1994-1995
• Lake City Community College Honors Scholarship, 1994-1995
 

Affiliations

Memberships (Past & Present)

• Alabama Institute for Sport & Fitness Management (AISFM), Executive Director
• Alabama-Mississippi Sociology Association (AMSA)
• Alabama State Association for Health, Physical Education, Recreation, and Dance (ASAHPERD)
• American Alliance of Health, Physical Education, Recreation, and Dance (AAHPERD)
• American Association for Leisure and Recreation (AALR) [Now known as American Association for Physical Activity & Recreation (AAPAR)]
• Christian Society for Kinesiology and Leisure Studies (CSKLS)
• Florida Alliance for Health, Physical Education, Recreation, Dance, and Sport (FAHPERDS)
• Journal Review Board Member Management Board Member, 2007-2009
• (Sport Association President-elect 2007-2008; Sport Association President 2008-2009)
• National Association of Sport and Physical Education (NASPE)
• National Association for Kinesiology & Physical Education in Higher Education (NAKPEHE)
• North American Society for Sport Management (NASSM)
• Phi Epsilon Kappa Professional Fraternity (for persons engaged in careers associated with health, physical education, recreation, or safety)—Member of the Delta Sigma Chapter from Troy State University
• Sport and Recreation Law Association (SRLA)
• Southern Sport Management Association (SSMA)
 

Grants and Contracts Awarded

Sample Grants/Contracts:

Lee, J. W. (2014). Teaching Online (TOL) Course Transformation Grant. Upon completion of this course and the subsequent course review, I will be awarded $3,000 in funding for transforming courses to fully online delivery.

 

Kane, J., Lee, J. W., Sweeney, K., & Gregg, L. (2012) Sport Management Certificate Teaching Online (TOL) Grant. The department was awarded $5,000 for online instructional support for a new educational endeavor.

 

Lee, J. W. (2012). Teaching Online (TOL) Course Transformation Grant. I have been awarded $4,000 in funding for transforming courses to fully online delivery (2 increments of $2,000).

 

Janson, C., Kane, J., Maxis, S., Lee, J. W., & Popel, J. (2012). A $2000 Community Engaged Department Grant was awarded to the Department of Leadership School Counseling & Sport Management.

 

Kane, J., & Lee, J. W. (2012). A $500 mini grant was given for “An Investigation of Community Sport Challenges in Jacksonville” by the COEHS Dean’s office.

 

Lee, J. W. (2005). A $2,000 stipend was given to the Alabama Institute for Sport and Fitness Management (AISFM) by Chancellor Jack Hawkins, Troy University.

Publications & Presentations

Sample Publications:

Lee, J. W., Cavanaugh, T., & McRee, L. (2018). Getting to the point: Integrating fast presentation design in kinesiology and sport management. International Journal of Kinesiology in Higher Education (IJKHE) [Published online 1.18.18]. https://doi.org/10.1080/24711616.2017.1404875

Lee, J. W., & McRee, L. (2018). Brand-building pedagogy: Professional self-branding for career advancement in kinesiology. International Journal of Kinesiology in Higher Education, 2(2), 42-53. doi: 10.1080/24711616.2017.1391029

Rumpakis, A., Bee, C., & Lee, J. W. (2017). Collegiate athletic rebranding: Transforming the visual identity of Oregon State University. Journal of School Public Relations, 37(2), 249-274.

Lee, J. W., & Gregg, E. A. (2017). A cause without a Rebel: The rebranding of Forrest High School. Strategies: A Journal for Physical and Sport Educators, 30(6), 15-19. doi:10.1080/08924562.2017.1369479

Hull, K., Lee, J. W., & Zapalac, R. (2017). Orchestrating the #HTownTakeover: Social media agenda setting and university branding at the University of Houston. Journal of Issues in Intercollegiate Athletics, 10, 162-181. Available at http://csri-jiia.org/wp-content/uploads/2017/11/RA_2017_09.pdf

Kane, J., Janson, C., & Lee, J. W. (2017). Major motivation: What motivates students to select sport management as a major? Journal of Contemporary Athletics, 11(1), 59-72.

Lee, J. W., Wilson, M., & Gregg, E. A. (2017). Learning from academic branding: Exploring institutional enhancement, visual identity, and the role of football. Journal of School Public Relations, 37(1), 113-144.

Czekanski, W. A., & Lee, J. W. (2017). Go Chants! Brand personality and vibrant visual identity at Coastal Carolina University. Journal for the Study of Sports and Athletes in Education, 11(1), 1-17. doi: 10.1080/19357397.2017.1285860

Watkins, B., & Lee, J. W. (2016). Communicating brand identity on social media: A case study of the use of Instagram and Twitter for collegiate athletic branding. International Journal of Sport Communication, 9(4), 476-498. Doi: http://dx.doi.org/10.1123/IJSC.2016-0073

McRee, L., & Lee, J. W. (2016). I like it: Examining NFL Facebook communication strategies. Journal of Contemporary Athletics, 10(4), 257-276.

Hull, K., & Lee, J. W. (2016). Blazing a trail…or blazing saddles: A case study of players’ social media response to the decision to drop UAB Blazer football. Journal for the  Study of Sports and Athletes in Education, 10(3), 151-163. Retrieved from      http://dx.doi.org/10.1080/19357397.2016.1238178

Lee, J. W., Kane, J. J., Gregg, E. A., & Cavanaugh, T. (2016). Think globally, engage pedagogically: Landing and supervising international field experiences. Journal of Hospitality, Leisure, Sport, and Tourism Education (JoHLSTE), 19, 115-120. doi: 10.1016/j.jhlste.2016.09.003

Lee, J. W., Kane, J. J., & Gregg, E. A. (2016). A happy marriage: The joint union of online instruction and community-based learning. Strategies: A Journal for Physical and Sport Educators, 29(5), 16-21.

Lee, J. W., & Cavanaugh, T. W. (2016). Self-branding through the use of infographic résumés. Sport Management Education Journal, 10(1), 78-85. doi: 10.1123/SMEJ.2015-0013

Gregg, E. A. & Lee, J. W. (2016). Liz Ullman: Challenging the status quo on the front lines of Title IX. Indiana Alliance for Health, Physical Education, Recreation, and Dance, 452(2), 32-36.

Lee, J. W., & Cavanaugh, T. W. (2016). Building your brand: The integration of infographic resume as student self-analysis tools and self-branding resources. Journal of Hospitality, Leisure, Sport, and Tourism Education (JoHLSTE), 18(1), 61-68.

Gregg, E. A., Pierce, D. A., Sweeney, K., & Lee, J. W. (2015). Purposeful pedaling: Analyzing MS 150 participant behavior. Journal of Event and Festival Management, 6(3), 269-281.  

Kian, E. T., Lee, J. W., Gregg, L., & Kane, J. (2014). Immoral mismatch or just another game? Rivals.com framing of FBS-FCS football games, Journal of Contemporary Athletics, 8(2), 75-91.

Lee, J. W. (2013). Interview with Dan Edwards, Senior Vice President, Communications, Jacksonville Jaguars. International Journal of Sport Communication, 6(4), 391-393.

Gregg, E. A., Pierce, D., Lee, J. W., Himstedt, L., & Felver, N. (2013). Giving UE a new (F)Ace. Journal of Issues in Intercollegiate Athletics, 6, 155-173. Available at                          http://csrijiia.org/documents/puclications/research_articles/2013/JIIA_2013_6_9_155_173_A_New_Ace.pdf

Miloch, K. S., Lee, J. W., Kraft, P., & Ratten, V. (2012). Click clack: An examination of the strategic and entrepreneurial brand vision of Under Armour, International Journal of Entrepreneurial Venturing, 4(1), 42-57.      

Lee, J. W., Bernthal, M. J., Whisenant, W., & Mullane, S. (2010). NASCAR: Checkered flags are not all that are being waved, Sport Marketing Quarterly, 19(3), 110-117.

Vincent, J., Hill, J. S., & Lee, J. W. (2009). The multiple brand personalities of David Beckham: A case study of the Beckham Brand, Sport Marketing Quarterly, 18(3), 173-180.

Kraft, P., & Lee, J. W. (2009). Protecting the house of Under Armour, Sport Marketing Quarterly, 18(2), 112-116.

Lee, J. W., Miloch, K., Kraft, P., & Tatum, L. (2008). What’s in a name? Building the brand through collegiate athletics at Troy University, Sport Marketing Quarterly, 17(3), 178-182.

 

Sample Presentations: 

International

Lee, J. W., Gregg, E. A., Pierce, D., Hardin, R., & Taylor, E. (2018, February). Branding matters: Distinguishing your program from the rest of the pack. COSMA Conference, Jacksonville, FL.

Gregg, E. A., Pierce, D. A., Lee, J. W., & Buenano, A. L. (2017, October). Riding out the storm: Analyzing MS 150 participant behavior in the wake of a natural disaster. Sport Marketing Association (SMA) Conference, Boston, MA.

Lee, J. W., Wallace-McRee, L., & Tolbert, D. (2017, June). Sporting faith: University branding at today's Christian university. Christian Society for Kinesiology and Leisure Studies Conference, Nashville, TN.

Lee, J. W., & Wallace-McRee, L. (2017, June). Integrating a conceptual framework for faith-based university visual identity. Christian Society for Kinesiology and Leisure Studies Conference, Nashville, TN.

Lee, J. W., & Wallace-McRee, L. (2017, June). Building your personal brand: Pedagogical practices and faith-integration for CSKLS disciplines. Christian Society for Kinesiology and Leisure Studies Conference, Nashville, TN.

Swaller, S. N., & Lee, J. W. (2017, June). Navigating the road to tenure as a person of faith in kinesiology, recreation, and sport studies programs at public universities: Lessons learned from the journey. Christian Society for Kinesiology and Leisure Studies Conference, Nashville, TN.

Hull, K., Lee, J. W., Zapalac, R., & Stillwell, M. A. (2017, April). Orchestrating the #HTownTakeover: Social media agenda setting and university branding at the University of Houston. College Sports Research Institute (CSRI) Conference, Columbia, SC.

Lee, J. W., Ayers, K., & Gregg, E. A. (2017, April)). There can only be one: University branding and visual identity goes to school. College Sports Research Institute (CSRI) Conference, Columbia, SC.

Schlereth, N. & Lee, J. W. (2017, April). Flashy uniforms: Brand enhancers or just for looks. College Sports Research Institute (CSRI) Conference, Columbia, SC.

Gregg, E. A., Lee, J. W., & Buenano, A. L. (2016, February). Engaging future stakeholders: The benefits of K-12 partnerships has been accepted for the Commission on Sport Management Accreditation (COSMA) Conference in Tampa, FL.

Alessandri, S.W. & Lee, J. W. (2016, December). Offensive high school mascots and community accountability. The Corporate Affairs, Reputation and Accountability Workshop at New York University’s Stern School of Business, New York, NY.

Lee, J. W., Gregg, E. A., Strupp, K., & Bower, G. (2016, November). 50 Years in the making: A “golden” opportunity for university brand transformation. Sport Marketing Association Conference in Indianapolis, IN.

Kane, J. J., Lee, J. W., Gregg, E. A., & Cavanaugh, T. (2016, February). Think globally, engage pedagogically: Landing and supervising international field experiences. Commission on Sport Management Accreditation (COSMA) Conference. Tampa, FL.

Czekanski, W. A., & Lee, J. W. (2016, April). SC. Cock-a-Doodle-U: Examining University Brand Personality and Visual Identity at Coastal Carolina University. College Sports Research Institute (CSRI) Conference, Columbia, SC.

Lee, J. W., & Hull, K.  (2016, April). Blazing a trail…or blazing saddles: A case study of players’ social media response to the decision to drop UAB Blazer Football. College Sports Research Institute (CSRI) Conference, Columbia, SC.

Lee, J. W., & Watkins, B. (2015, October). Blazing a trail: Stakeholder reaction and crisis communication in the aftermath of UAB Blazers eliminating football. Sport Marketing Association (SMA) Conference, Atlanta, GA.

Watkins, B., & Lee, J. W. (2015, October). Mississippi State needs more cowbell: Brand personality, social media, and trying to keep up with the Joneses. Sport Marketing Association (SMA) Conference, Atlanta, GA.

Keshock, C., & Lee, J. W. (2015, April). NCAA sand volleyball: Marketing the new championship sport, College Sports Research Institute (CSRI) Conference, Columbia, SC.

Lee, J. W., Wilson, M., & Gregg, E. A. (2015, April). University brand management: Exploring institutional enhancement, visual identity, and the role of football as a catalyst. College Sports Research Institute (CSRI) Conference, Columbia, SC.

Sweeney, K., Lee, J. W., & Gregg, E. A. (2015, March). Sometimes more is not better: The Super Bowl of criminal jocks. Academy of Criminal Justice Sciences (ACJS) 52nd Annual Meeting, Orlando, FL.

Sweeney, K., Gregg, E. A., & Lee, J. W. (2015, March). Domestic violence and the NFL: Possible red zone fumble? Academy of Criminal Justice Sciences (ACJS) 52nd Annual Meeting, Orlando, FL.

Lee, J., Hartwell, S., & Lee, J. W. (2015, March). Alcohol sales at intercollegiate athletic events: An initial case study at Troy University. Academy of Criminal Justice Sciences (ACJS) 52nd Annual Meeting, Orlando, FL.

Sweeney, K., Gregg, E. A., & Lee, J. W. (2014, November). Bathing suits, big screens, big bucks…big mistake? Sport Entertainment & Venues Tomorrow (SEVT), Columbia, SC.

Gregg, E.A., Sweeney, K., Lee, J. W., & Pierce, D. A. (2014, October). Charity in motion: Analyzing participant behavior in the MS 150. Sport Marketing Association (SMA) Conference, Philadelphia, PA.

Lee, J. W., Gregg, E. A., & Oldakowski, R. K. (2014, October). Place branding through sport: A case study of Jacksonville, Florida. Sport Marketing Association (SMA) Conference, Philadelphia, PA.

Gregg, E. A., Lee, J. W., & Pierce, D. A. (2013, October). An Ace up their sleeve: Rebranding University of Evansville athletics. Sport Marketing Association Conference. Albuquerque,  NM.

National

Michelman, J., Lee, J. W., & Paulson, S. (2017, August). Peach State Country Club’s out of control controller. American Accounting Association Conference, San Diego, CA.

Cornelius, L., & Lee, J. W. (2017, February). Short yardage: A case study of football finance at a non-power 5 institution. National Education Finance Conference, Cincinnati, OH.

Lee, J. W. (2015, June). I can relate: Building institutional brands through relationships. National Association for Campus Activities (NACA) SPIRIT Institute. Clemson, SC.

Lee, J. W. (2014, September). Brand communication and visual identity in sport ministry. RecSpo 2014: The Recreation and Sports Ministry Conference, Spartanburg, SC.

Lee, J. W. (2014, September). The place of sport: Managing the sportscape and beyond. RecSpo 2014: The Recreation and Sports Ministry Conference, Spartanburg, SC.

Lee, J. W., & Alessandri, S. W. (2014, February). “Boston Strong” but not trademark strong. Sport and Recreation Law Association (SRLA) 27th Annual Conference on Sport, Physical Activity, Recreation and Law, Orlando, FL.]

Sweeney, K., & Lee, J. W. (2014, February). The Super Bowl of criminal jocks: Investigating criminal incidents in the NFL. Sport and Recreation Law Association (SRLA) 27th Annual Conference on Sport, Physical Activity, Recreation and Law, Orlando, FL.

LeeContact Information

Building 57, Room 3406

(904) 620-1144

jason.lee@unf.edu


Office Hours

TBA