Gashaw Abeza, Ph.D.

Dr. Abeza is an Associate Professor at Towson University (TU). Before joining TU, Dr. Abeza taught graduate and undergraduate students at Southern Methodist University (Dallas, TX) and the University of Ottawa (Ottawa, ON). He was a visiting research fellow at the University of New South Wales (Australia) and Addis Ababa University (Ethiopia). Prior to returning to academia, Dr. Abeza had a successful career in sport management and marketing at a global level, and currently provides consultancy services to a range of sport organizations around the world. His research interest is in marketing communication, with specific areas of expertise in digital media related to sponsorship, ambush marketing, branding, and relationship marketing. He has researched and written extensively on the topic publishing over 100 journal articles, books, and book chapters in outlets such as Journal of Sport Management, Journal of Strategic Marketing, Communication & Sport, International Journal of Sport Communication (IJSC), amongst others. He has published 10 books (authored, co-arthured, and co-edited volumes).

Abeza serves as an ad hoc reviewer for several academic journals and was a special issue guest editor for IJSC (for 3 different issues – 2018, 2023, & 2024) on the topic of Social Media in Sport. Currently, he serves on the editorial boards of ten different academic journals: International Journal of Sport Communication; Sport, Business, and Management; Journal of Relationship Marketing; International Journal of eSports Research; Journal of Global Sport Management, Sport Marketing Quarterly, Communication & Sport, Sports Innovation Journal, Journal of Issues in Intercollegiate Athletics, and Sport Management Digest.

Select Publications 

Books

• Bustad, J. & Abeza, G. (2026). Technology, Sport and Recreation. Routledge: London, UK
• O’Reilly, N. & Abeza, G. (2026). Research Methods Handbook in Sport Management & Marketing. Edward Elgar Publishing
• Han, K. & Abeza, G. (2025). Sport Power: Sport and Global Influence. Cognella, Inc.
• Abeza, G & King-White, R. (2024). Sport and Social Media in Business and Society". Routledge: New York, NY.
• Abeza, G & Sanderson, J. (2024). Social Media in Sport: Evidence-Based Perspectives. Routledge: New York, NY.
• Abeza, G. (2023). Ethiopian Premier League: Multi-Dimensional Normative Study and Developmental Roadmap (in Amharic). Pana Printing, Addis Ababa, ET
• O’Reilly, N., Seguin, B. Abeza, G., & Naraine, M. (2022). Sport Marketing: A Canadian Perspective (3rd Edition). Human Kinetics.
• Abeza, G., O’Reilly, N., Sanderson, J. & Fredrick, E. (2021). Social Media in Sport: Theory and Practice. World Scientific: Barcelona, Spain.
• O’Reilly, N., Abeza, G., & Harrison, M. (2021). Sport Sponsorship. Rutledge Book Series. London, UK
• Finch, D. J., O'Reilly, N., Abeza, G., Clark, B., & Legg, D. (2019). Implications and Impacts of eSports on Business and Society: Emerging Research and Opportunities: Emerging Research and Opportunities. IGI Global.

Refereed Journal Articles

• Sanderson, J., & Abeza, G. (2024). “Social Media and Sport Research: Empirical Examinations Showcasing Diversity in Methods and Topics.” International Journal of Sport Communication, 17(1), 1-2.

• Abeza, G. (2023). "Social media and sport studies (2014–2023): A critical review." International Journal of Sport Communication, 16(3), 251-261.
• Abeza, G., & Sanderson, J. (2022). "Theory and social media in sport studies." International Journal of Sport Communication, 15(4), 284-292.
• Abeza, G., Braunstein-Minkove, J., Kim, A., O’Reilly, N., & Abdourazakou, Y. (2021). “Ambush marketing via social media: The case of most recent Olympic Games.” International Journal of Sport Communication
• Abeza, G., O'Reilly, N., Finch, D., Seguin, B. & John, N. (2020). “The Role of Social Media in the Co-Creation of Value in Relationship Marketing: A Multi-Domain Study”. Journal of Strategic Marketing, 28(6), 472-493.
• Abeza, G., O’Reilly, N., & Seguin, B. (2019). “Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL.” Communication & Sport. 7(1), 80-109.
• Abeza, G., O’Reilly, N., & Seguin, B. (2018). “The Sequential Funnel-Based Focus Group Design: Adapting the Focus Group for Research in Sport Management”. Journal of Global Sport Management
• Abeza, G., O’Reilly, N., Seguin, B., & Nzindukiyimana, O. (2017). “Social Media as a Relationship Marketing Tool in Professional Sport: A Netnographical Exploration.” International Journal of Sport Communication, 10(3), 325-358.
• Abeza, G., O’Reilly, N., Seguin, B. & Nzindukiyimana, O. (2015). “Social Media Scholarship in Sport Management Research: A Critical Review. Journal of Sport Management.” 29(6), 601-618.

 Courses Taught

• KNES 280 Introduction to Sports Industry
• KNES 345 Seminar and Field Experience in Sport
• KNES 391 Sport Event Management
• KNES 396 Independent Study
• KNES 452 Sport Marketing
• KNES 454 Sport Sales and Sponsorship
• KNES 472 Revenue in Sport/ Selected Topics