<p><span class="p-body"><a href="https://www.sps.nyu.edu/faculty-directory/19026-andrea-n-geurin.html">Andrea Geurin,</a> clinical professor and director of applied student research at the NYU SPS Preston Robert Tisch Institute for Global Sport, recently received the prestigious <a href="https://www.sportmarketingassociation.com/the-lough-award">Lough Award </a>from the <a href="https://www.sportmarketingassociation.com/">Sport Marketing Association (SMA)</a> at its annual conference in Baltimore.</span></p>
<p><span class="p-body">The award is named for Nancy Lough, who is honored for her career advocating for underrepresented groups in sport marketing through research, teaching, and mentorship. The Lough Award recognizes an educator and scholar of sport marketing who not only promotes diversity, equity, and inclusion, but also publishes research in these areas or on underrepresented groups in sport.</span></p>
<p><span class="p-body">In her introduction, Lough said of the 2026 honoree: “Andrea Geurin has always been passionate about raising awareness and creating positive change for marginalized groups. Initially, this started with her Ph.D. dissertation, which uncovered racial and nationalistic-based stereotypes in media coverage of Major League Baseball players."</span></p>
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Geurin’s extensive research profile shines a light on marketing issues faced by groups such as women athletes, athletes with disabilities, athletes from marginalized racial groups, and under-resourced sport organizations such as national governing bodies."
Nancy Lough, Ed.D.
Co-director, UNLV Sports Innovation Institute
<p><span class="p-body">“[Geurin is] a trailblazer in studying the utilization of social and digital media as a marketing communication tool by sport organizations and Olympic athletes from underrepresented groups,” added Lough.</span></p>
<p><span class="p-body">In addition to collaborating with Lough on the first-ever book focused on the business of women’s sport, <i>The Routledge Handbook of the Business of Women’s Sport</i>, published in 2019, Geurin has published extensively on the topics of sport marketing and communication with a specific focus on Olympic athletes’ and sport organizations’ use of social and digital media. </span></p>
<p><span class="p-body">"Nancy Lough has been one of my academic heroes ever since I started doing research on women's sport over 20 years ago as a Ph.D. student,” said Geurin. “Her commitment to equity in women's sport is unmatched, and I am so honored to win an award named after her."</span></p>
<p><span class="p-body">“I've been fortunate to collaborate with Dr. Lough on several research projects over the years, and I have greatly benefited from her mentorship. I work hard to have a similar impact on my students and the scholars with whom I work,” added Geurin.</span></p>
<p>At the <a href="https://www.sps.nyu.edu/about/academic-divisions-and-departments/preston-robert-tisch-institute-for-global-sport.html">NYU SPS Tisch Institute</a>, Geurin teaches several courses, including:</p>
<ul class="p-list">
<li><p><a href="https://www.sps.nyu.edu/courses/TCSB1-GC1060-data-decision-making-and-analytics-in-sports.html">Data, Decision Making and Analytics in Sports</a></p>
</li>
<li><p><a href="https://www.sps.nyu.edu/courses/TCSB1-GC2085-digital-sports-media-marketing.html">Digital Sports & Marketing</a></p>
</li>
<li><p><a href="https://www.sps.nyu.edu/courses/TCSB1-GC2160-the-science-of-fandom.html">The Science of Fandom</a></p>
</li>
<li><p><a href="https://www.sps.nyu.edu/courses/TCSM1-UC1080-advanced-seminar-in-sports-management.html">Advanced Seminar in Sports Management</a></p>
</li>
<li><p><a href="https://www.sps.nyu.edu/courses/TCSM1-UC2100-public-relations-in-sport.html">Public Relations in Sport</a></p>
</li>
<li><p><a href="https://www.sps.nyu.edu/courses/TCSM1-UC3660-sport-marketing.html">Sport Marketing</a></p>
</li>
</ul>
<p>Geurin is frequently sought out by media to share her expertise on a range of topics, including sexism in Olympic broadcasting, gender pay inequity under NCAA NIL rules, female athletes’ NIL deals, college athlete endorsements and gender, and transgender athlete rights, among others.</p>
<p>Lough concluded her introduction of Geurin by saying: “Across all these platforms, Dr. Geurin has used her scholarly authority to push the field and the broader public conversation toward greater equity in sport. Unequivocally, Geurin is one of the most deserving academics and inspiring role models in our field."</p>
<p>Congratulations to Andrea Geurin for this tremendous accomplishment!</p>