Rate My Professor Lamar Reams

Reams’ research specializations encompass sport marketing, consumer behavior in combat sports, rivalry effects on fan perceptions and consumption, sponsorship outcomes, and pay-per-view demand drivers. Notable publications include Shapiro, S. L., & Reams, L., & So, K. (2019). Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports. Sport Management Review, 22(2), 235-246; Reams, L., & Eddy, T. (2017). The impact of rivalry antecedents on mediated demand for an individual sport. Sport Marketing Quarterly, 26, 247-260; Reams, L., & Shapiro, S. (2017). Who’s the main attraction? Star power as a determinant of Ultimate Fighting Championship pay-per-view demand. European Sport Management Quarterly, 17, 132-151; and Morehead, C. A., Shapiro, S. L., Reams, L., McEvoy, C., & Madden, T. M. (2021). A qualitative exploration of ticket-pricing decisions in intercollegiate athletics. Journal of Issues in Intercollegiate Athletics, 14, 547-573. He co-authored Assessing the role of stakeholder relationships in the promotion of a major event on social media in the Journal of Marketing and Consumer Research. Reams teaches courses in sport marketing, consulting, and leadership, and holds editorial board positions with Sport Marketing Quarterly and Journal of Global Sport Management. Elected President of the Sport Marketing Association in 2022, he has secured research grants including a $10,000 economic impact analysis for the Hampton Roads Sports Commission (2015).