Gashaw Abeza, Ph.D.

Associate Professor

Gashaw Abeza

Contact Info

Burdick Hall, 121 L
Mon./Wed. 10:30a -12:30p
or by appointment


Ph.D., Human Kinetics/Sport Management, University of Ottawa, 2016

M.A., Sport and Recreation Studies, University of New Brunswick, 2012

HND, Sport and Leisure Management, Leeds Beckett University, 2006

Areas of Expertise

Marketing Communication

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 70 journal articles 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 7 books, including "Implications and Impacts of eSports on Business and Society" (IGI Global, 2019), "Sport Sponsorship" (Routledge, 2021), "Canadian Sport Marketing" (Human Kinetics, 2022), and "Sport and Social Media in Business and Society" (Routledge, 2024), which he co-authored. He is also the sole author of "Professional Football in Ethiopia (EPL): Multidimensional Normative Assessment and Developmental Roadmap" (Pana Printing, 2023). In addition to his authored works, he has co-edited two books: "Social Media in Sport: Theory and Practice" (World Scientific, 2021) and "Social Media in Sport: Evidence-Based Perspectives" (Routledge, 2024).

Abeza serves as an ad hoc reviewer for a number of 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 eight 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, and Sport Management Digest.

Select Publications 


  • 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

  • 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