UNE’s Norm O’Reilly begins 2025 with a flurry of scholarly activity

The new year is off to a busy start for Norm O’Reilly, Ph.D., dean of the University of New England College of Business, as he begins 2025 with the publication of two academic papers, a forthcoming book release, and a research presentation to an influential audience of sports industry professionals.

O’Reilly’s first paper, published in the Journal of Physical Activity and Health, explores how experiences of discrimination shape perceptions of social climate and influence physical activity levels in Canada. His second study, published in the International Journal of Sports Marketing and Sponsorship, examines the impact of fantasy sports participation and women’s sports programming on national sports networks’ rights fees.

In addition to his scholarly work, O’Reilly co-authored “The Rise of Major League Soccer: Building a Global Giant,” a book that delves into the rapid growth of professional soccer in North America and its increasing influence on the global sports industry. Written in partnership with longtime collaborator Rick Burton, MBA, David B. Falk Endowed Professor of Sport Management at Syracuse University and former chief marketing officer for the U.S. Olympic Committee, the book is available for pre-order and is set for release on May 6.

O’Reilly also shared findings from the 18th annual Canadian Sponsorship Landscape Study with an audience of 400 industry leaders at the Sponsorship Marketing Council of Canada’s January Breakfast Forum, held Jan. 29 in Toronto. As lead author, he provided key insights into trends shaping the sponsorship industry in Canada.

O’Reilly came to UNE in July with two decades of leadership experience in higher education and is recognized globally as one of the leading scholars in the business of sports. 

At UNE, he oversees the University’s newest college with a focus on experiential learning. Established in 2023, UNE’s College of Business is Maine and New England’s innovation business school, designed to engage business students in enriching experiences that prepare them for leadership positions in some of Maine’s and the nation’s largest employers. 

O’Reilly’s recently delivered the keynote address at an October meeting for members of the Canadian Hockey League. In August, he studied sports marketing on location at the 2024 Paris Olympic Games, where he gathered data to inform future case studies and reported on brand partnerships and strategies used to engage attendees.