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Overview
Annemarie Farrell’s primary research on the connection between sport management practices and sociology has made her an expert on the ways fan motivation and behavior at sporting events reflects economic, cultural, and attitudinal developments in society at large. She has researched and presented on spectator motivations regarding women’s sports, notably among female sport fans.

Farrell has an active interest in fan deviance, Title IX law, and how media representation of female athletes affects consumers. She has presented widely on these areas at numerous peer-reviewed conferences, including the North American Society for Sport Management, Sport Marketing Association, and the North American Society for the Sociology of Sport.

Farrell serves as the manager of the U.S. Women’s National Rugby team and has coached rugby teams at Mount Holyoke College, and Denison and Cornell Universities. She is the head coach for Ithaca Men’s rugby, one of only a few men’s teams currently led by a female.


Publications
In addition to a book chapter on social network approaches to sport marketing, Annemarie Farrell has made peer-reviewed presentations on:
• “Why Women Don’t Watch Women’s Sports”
• “Perceptions of Women’s Basketball”
• “Importance of Social Relationships in Marketing Women’s Sports”
• “Considering Female Disinterest in Women’s Sport”
• “Social Networks, Rioters and Hooligans: A New Framework on Burning Couches and Busted Cars”
• “Minivans, Bleachers, and Too Many Tournaments to Remember: Post-title IX Reflections”


Research
Sport management practices
Sport marketing
Sport consumer behavior
Sport sociology
Title IX policy
Fan behavior at sporting events
Social networks of sport fans
Media representation of female athletes
Women’s rugby
U.S. Women’s National Rugby Team
Contemporary issues in sport management
Current Issues in professional sport
Managing sport organizations
Spectator motivation regarding female sports