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.