Research
Advancing Sports Governance and Brand Equity
Richard Vaughan, a distinguished researcher and expert in sports governance and brand equity, has made significant contributions to the field through his extensive research endeavors. With a focus on the commercialization of sports and its impact on governance structures and brand equity, Vaughan has explored the complex relationship between sports federations, their governance practices, and the value of their brands. This article highlights some of his notable research projects, including his dissertation for a Master of Business Administration degree at the University of Leicester, his participation in the WADA Global Education Conference 2022, and his presentation at the Thirteenth International Conference on Sport & Society in 2022.
COMMERCIALISATION OF SPORT AND GOVERNANCE CHALLENGES:
Over the past few decades, sport has undergone rapid commercialisation, driven by globalisation and its integration into the entertainment industry. The immense financial gains associated with sporting events, such as the Rio 2016 Olympic Games generating over $4 billion in television revenue, have attracted both positive and negative consequences. The influx of wealth has brought about new challenges, including governance-related scandals within international sports federations. Vaughan recognized the need to delve deeper into these issues, exploring the impact of globalisation and the potential conservative neoliberal agenda on sports governance structures.
BRAND EQUITY OF INTERNATIONAL SPORTS FEDERATIONS:
One of Richard Vaughan's key research focuses has been the examination of brand equity within International Sports Federations. Drawing on renowned brand equity models developed by Keller (2003) and Aaker (1996), Vaughan aimed to capture and assess the brand valuation of various federations. By correlating these brand equity models with financial dimensions over a fixed period, he sought to provide valuable insights into the value of sports federations' brands. Through this research, Vaughan shed light on the significance of governance practices and their influence on brand equity, helping federations understand and enhance their brand value.
PARTICIPATION IN THE WADA GLOBAL EDUCATION CONFERENCE 2022:
Richard Vaughan's dedication to advancing sports governance led to his active participation in the WADA (World Anti-Doping Agency) Global Education Conference in 2022. As an esteemed researcher in the field, he contributed valuable insights and perspectives on the importance of governance in combating doping in sports. His research and expertise helped shape discussions and strategies aimed at ensuring fairness, integrity, and transparency in the global fight against doping.
PRESENTATION AT THE THIRTEENTH INTERNATIONAL CONFERENCE ON SPORT & SOCIETY:
In 2022, Richard Vaughan had the privilege of presenting his research at the Thirteenth International Conference on Sport & Society. With a special focus on the theme "Whose Body Is It? Sport and the Problem of Autonomy," the conference provided a platform for scholars and practitioners to explore the ethical and autonomy-related issues within the sporting world. Vaughan's presentation offered a fresh perspective on the intersection of sports governance, brand equity, and autonomy, stimulating further discussions on how these factors impact the sporting landscape.
