Lang Chair In Sport Management
Department of Management
Email:
pegoraro@uoguelph.ca
Website links:
Ann Pegoraro
Ann Pegoraro is the Lang Chair in Sport Management and currently holds an appointment as a Full Professor in the Department of Management. Dr. Pegoraro is also the Director of the International Institute for Sport Business and Leadership at the University of Guelph and is also the co-Director of the National Network for Research on Gender Equity in Canadian Sport. She is an experienced leader with a demonstrated history of working with the sport industry. Ann is a strong professional skilled in Applied Research, Partnership Development, Digital Media, Gender Equity, Nonprofit Organizations, and Sport Consumer Behavior. Dr. Pegoraro's research focuses mainly on sport consumers, marketing and communication, including how different forms of media are used to establish connections with consumers of sport at all levels from amateur to professional. Dr. Pegoraro’s research has been published in journals such as Sex Roles, Communication and Sport, Business Strategy and the Environment, Journal of Sport Management, and Online Information Review. Her recent work in digital media and innovation is focused on analytics, gender and diversity.
Doctor of Philosophy (Ph.D.), The University of Nebraska, Lincoln
Master of Business Administration, Laurentian University
Post-Graduate Diploma, Public Administration, Laurentian University
Hons Bachelor of Arts, Geography/Economics, Laurentian University
gender equity
diversity
digital sport
sport consumer behaviour
sport marketing
Recent Publications
Lu, J., Rodenburg, K., Foti, L., and Pegoraro, A. (2022) Are firms with better sustainability performance more resilient Business Strategy and the Environment https://doi.org/10.1002/bse.3088
Rich, K., Moore, E*., Pegoraro, A., and Boggs, J. (in press) Mapping Women’s Community Sport Participation to Inform Sport Development Initiatives: A Case Study of Row Ontario Frontiers
Sveinson, K., Taylor, E., Keaton, A.C.I., Burton, L., Pegoraro, A., & Toffoletti, K. (ahead of print). Addressing gender inequity in sport through women’s invisible labor. Journal of Sport Management. https://doi.org/10.1123/jsm.2021-0229
Lebel, K., Mumcu, C., Pegoraro, A., LaVoi, N.M., Lough, N. and Antunovic, D. (2021) Re-Thinking Women's Sport Research: Looking in the Mirror and Reflecting Forward Frontiers https://doi.org/10.3389/fspor.2021.746441
Rodenburg, K., Hayes, L., Foti, L. and Pegoraro, A. (2021) Responsible Leadership in Sport: What an Ethical Dilemma Societies 11(3) 85, https://doi.org/10.3390/soc11030085
Darvin, L., Mumcu, C., and Pegoraro, A. (2021) When virtual spaces meet the limitations of traditional sport: gender stereotyping in NBA2K Computers in Human Behavior Vol. 122 https://doi.org/10.1016/j.chb.2021.106844
Pegoraro, A., Kennedy, H. Agha, N., Brown, N.*, and Berri, D. (2021) An analysis of broadcasting media using social media engagement in the WNBA Frontiers https://doi.org/10.3389/fspor.2021.658293
Frederick, E., Pegoraro, A., and Sanderson, J. (2021) Sport in the Age of Trump: An Analysis of Donald Trump’s Tweets International Journal of Sport Communication https://doi-org.subzero.lib.uoguelph.ca/10.1123/ijsc.2020-0287
Szto, C., Pegoraro, A. Morris, E., Desrochers, M., Emard, K., Galas, K. Gamble, A., Knox, L. and Richards, K. (2021). #ForTheGame: Social change and the struggle to professionalize women’s ice hockey Sociology of Sport Journal. https://doi.org/10.1123/ssj.2020-0085
Frederick, E., Pegoraro, A. and Schmidt, S. (2020) I’m not going to the f***ing White House:” Twitter reacts to Donald Trump and Megan Rapinoe. Communication and Sport https://doi.org/10.1177/2167479520950778
Romney, M., Johnson, R., Hull, K., and Pegoraro, A. (2020) Shared Space: How North American Olympic Broadcasters Framed Gender on Instagram Communication and Sport https://doi.org/DOI:10.1177/2167479520932896
Woodruff SJ, Coyne P, Fulcher J, Reagan R, Rowdon L, Santarossa S, Pegoraro A. (in press) Social media’s reaction to the latest version of Canada’s Food Guide Can J Diet Pract Res
Toffoletti, K. Pegoraro, A. and Comeau, G. (2019) Visual Expressions of Sport Fandom on Instagram at the FIFA Women’s World Cup Communication and Sport https://doi.org/10.1177/2167479519893332
Smith, L. and Pegoraro, A. (in press). And you are Nothing: Examining Newspaper Framing of the Nassar Scandal. Journal of Child Sexual Abuse https://doi.org/10.1080/10538712.2019.1703233
Naraine, M., Pegoraro, A. and Wear, H. (in press). #WeTheNorth: Examining an online brand community through a professional sport organization's hashtag marketing campaign. Communication and Sport https://doi.org/10.1177/2167479519878676Watanabe, N., Pegoraro, A., Yan, G. & Shapiro, S. (2019) Does Rivalry Matter? An Analysis of Sport Consumer Interest on Social Media. International Journal of Sport Marketing and Sponsorship https://doi.org/10.1108/IJSMS-07-2018-0070
Frederick, E., Pegoraro, A. and Smith, L. (in press) An examination of Michigan State University’s image repair via Facebook and the public response following the Larry Nassar scandal. Communication and Sport https://doi.org/10.1177/2167479519852285
Yan, G., Pegoraro, A. and Watanabe, N. (in press) Examining IRA Bots in the NFL Anthem Protest: Political Agendas and Practices of Digital Gatekeeping Communication and Sport https://doi.org/10.1177/2167479519849114
Harrison, G., Pegoraro, A., Romney, M., and Hull, K. (in press) Angry Black Woman: How Race, Gender, and American Politics Influenced User Discourse Surrounding the Jemele Hill Controversy The Howard Journal of Communications. https://doi.org/10.1080/10646175.2019.1608483
Hull, K. Romney, M., Pegoraro, A., and Harrison, G. (2019) It’s Funny to Hear a Female Talk About Routes Journal of Social Media in Society Vol. 8(1), 35-54
Allison, R., Pegoraro, A., Frederick, E. and Thompson, A. (2019) When Women Athletes Transgress: An Exploratory Study of Image Repair and Social Media Response Sport and Society http://dx.doi.org/10.1080/17430437.2019.1580266
Smith, L.R., Pegoraro, A. and Cruikshank, S. (2019) Tweet, Retweet, Favorite: The Impact of Twitter Use on Enjoyment and Sports Viewing Journal of Electronic and Broadcast Media https://doi.org/10.1080/08838151.2019.1568805
Select Presentations
Bakhsh, J., Taks, M., Kennedy, H. & Pegoraro, A. (2022) Bounded impacts: A comparison of perceived social impacts from traditional and digital sport event consumption North American Society for Sport Management
Wanless, E., Kennedy, H. & Pegoraro, A., (2022) What are Sport Consumers Talking About? Topic Modeling for Brand-Affiliated Twitter Content North American Society for Sport Management
Smith, L. & Pegoraro, A. (2022) Lighten Up, It’s Just a Joke: Effects of Sports Media Exposure on Rape Myth Beliefs and Bystander Intervention in Sexual Harassment and Assault 72nd Annual ICA
Frederick, E., Swim, N.* and Pegoraro, A. (2022). Racist state and the state of race: An analysis of Instagram commentary pertaining to LeBron James NASSS
Coombs, D., Osborne, A., Pegoraro, A. and Sveinson, K. (2022) Filling the Gaps in Sport Fan Research NASSS
Rich, K., Pegoraro, A., Gemar, A., and Boggs, J. (2022) Assessing Regional Differences in Sport Policy Implementation: A Socio-spatial Methodology NASSS
Warwick, L., Gonzales, J., Kennedy, H., Pegoraro, A., & Mishra, S. (2021) Leadership Diversity and COVID-19 Risk Management in NCAA Division 1 Football North American Society for Sport Management, virtual conference.
Taks, M., Bakhsh, J, & Pegoraro, A. (2021) Social Impacts Experiences of Sport Events and the Role of Social Media: Evidence from the 2019 NBA Finals North American Society for Sport Management, virtual conference.
Frederick, E. & Pegoraro, A. (2021) I'm not going to the f***ing White House:" Twitter reacts to Donald Trump and Megan Rapinoe 13th Summit on Communication and Sport Virtual March 3-7, 2021
Harker, J., Pratt, A., Lebel, K. & Pegoraro, A. (2021) #GenderGap - Voices of Women Faculty in Sport Communication 13th Summit on Communication and Sport Virtual March 3-7, 2021
Lebel, K., Pegoraro, A. & Harman, A. (2021) We Don't Know What We Don't Know: As Assessment of the Awareness of Women in Sport 13th Summit on Communication and Sport Virtual March 3-7, 2021
Bakhsh, J., Kennedy, H., Taks, M. & Pegoraro, A. (2021) Construct Validity of Social Media Impact Experience Scales for Sport Events 13th Summit on Communication and Sport Virtual March 3-7, 2021
Armstrong, C., Davies, M., Pegoraro, A. & Blaszka, M. (2020) Release the Kraken: An analysis of a virtual brand launch during a global pandemic Sport Management Association of Australia and New Zealand virtually Nov 30-Dec 4
Taks, M. & Pegoraro, A. (2020) The Role of Social Media in Social Impacts Experiences of Sport Events. North American Society for Sport Management, virtual conference
Pegoraro, A. and Comeau, G. (2019) #GenderEquity – An Analysis of Digital Protests for Pay Equity in Women’s Sport NASSS, Virginia Beach, Nov 7-9
Johnson, R.G., Romney, M., Hull, K. and Pegoraro, A. (2019) How North American Olympic broadcasters framed gender on Instagram AEJMC, Toronto, Aug 7-10
Pegoraro, A., Yan, G., and Watanabe, N. (2019) Examining IRA Bots in the NFL Anthem Protest: Political Agendas and Practices of Digital Gatekeeping. Social Media and Society Conference, Toronto, July 19-21
Brown, N., Pegoraro, A., Agha, N. and Berri, D. (2019). Watch Me Work: The Impact of Twitter Broadcasts on Fan Engagement on WNBA Social Media Accounts. North American Society for Sport Management, New Orleans LA May 28-31
Hull, K. Romney, M. Pegoraro, A. & Harrison, G. (2019) It’s Funny to Hear a Female Talk About Routes”: Online Reaction to Cam Newton’s Comments About a Female Reporter International Communication Association (ICA), Washington DC May 24-28
Smith, L. and Pegoraro, A. (2019) And You are Nothing: Examining Framing Within the Media Coverage of Larry Nassar. International Communication Association (ICA), Washington DC May 24-28
Pegoraro A. and Berri, D. (2019) Who’s Winning Trump or the NFL? An Analysis of online conversation on Game attendance and TV Ratings 12th Summit on Communication and Sport, Boise, ID. March 28-31
Frederick, E., Pegoraro, A., Smith, L. (2019) An Examination of Michigan State University’s Image Repair and the Public Response following the Larry Nassar Scandal Paper accepted for presentation at the 12th Summit on Communication and Sport, Boise, ID. March 28-31
Frederick, E., Pegoraro, A. and Sanderson, J. (2019) Athletes in the Age of Trump: An Analysis of Donald Trump’s Tweets Paper accepted for presentation at the 12th Summit on Communication and Sport, Boise, ID. March 28-31
Smith, L. and Pegoraro, A. (2019) They Speak, But Who Listens? The Effect of Sports Media Exposure on Rape Myth Beliefs and Intentions to Speak Up Regarding Sexual Assault Paper accepted for presentation at the 12th Summit on Communication and Sport, Boise, ID March 28-31
Lebel, K., Pegoraro, A., & Harman, A. (2019) It’s Dude Time 2.0: An Examination of Canadian Sport News Coverage on Twitter. Paper accepted for presentation at the 12th Summit on Communication and Sport, Boise, ID.
TRMH 6120 Foundations of Sport Management