Michael Goldman

Michael Goldman


Full-Time Faculty
101 Howard St, Suite 430


Dr. Michael M. Goldman is a marketing and sales teacher, researcher, and advisor to organizations in the U.S., India, Kenya, and South Africa. From investigating how to retain baseball season ticket holders of the San Francisco Giants, to advising the MTN Group on leveraging their FIFA World Cup sponsorship, to developing sales skills workshops with the Los Angeles Clippers, Michael has worked with students, managers and clients to enhance their abilities to acquire, grow and retain profitable customers.

In addition to teaching in University of San Francisco’s Sport Management master’s program, Michael also holds an adjunct faculty role with the Gordon Institute of Business Science in Johannesburg, facilitates the BrandQuad series of workshops in Kenya, and is the editor-in-chief of Emerald Publishing’s Emerging Markets Case Studies.


  • Sport fan and consumer behavior
  • Athlete, team or event sponsorship
  • Sport sales and demand generation
  • Sport marketing strategy

Research Areas

  • Sport marketing
  • Sponsorship
  • Case research


  • Faculty Director, Graduate Programs
  • Board member, Case Research Foundation
  • Treasurer, USF Faculty Association


  • Gordon Institute of Business Science, DBA, 2014
  • Gordon Institute of Business Science, MBA, 2005

Prior Experience

  • Member of the Host Committee of the 2018 Rugby World Cup Sevens tournament
  • Advisor to Rumble Ventures, Sports Innovation Fund
  • Senior Lecturer, Marketing, University of Pretoria's Gordon Institute of Business Science

Awards & Distinctions

  • Visiting Professorship distinction from Universidad Peruana de Ciencias Aplicadas, Lima, Peru, 2020

  • Best Case: Silver award from the North American Case Research Association conference for the case, “Scaling Columba Leadership’s impact”, 2019

  • Sarlo Prize Award, recognizing excellence in teaching based on the moral values that lie at the foundation of USF’s identity, 2017

  • Best Case - Bronze at the North American Case Research Association conference for Super Bowl 50 case study, 2017

  • Recipient of a Paul R. Lawrence Fellowship from the Case Research Foundation, 2015

Selected Publications

  • Goldman, M. M., & Paller, J. W. (2023). The NBA’s partnership with Rwanda. In S. Chadwick, P. Widdop, & M.M. Goldman, The Geopolitical Economy of Sport: Power, Politics, Money and the State, Routledge.

  • Goldman, M. M., Kleyn, N., & Mazinter, L. (2022). TymeBank in 2019: Chasing the millions. Case Research Journal, 42(1).

  • Goldman, M. M., Brown, B., & Schwarz, E. (2021). Collaborative Consumption Sport Hosting: Value and Consumption Constraints. International Journal of Sports Marketing and Sponsorship.

  • Goldman, M. M., Shah, G., Agha, N., & Esguerra, F. (2020). Warriors Gaming Squad: A marketing slam dunk or a long shot? (Case reference 9B20A076). Ivey Publishing.

  • Goldman, M. M., & Hedlund, D. P. (2020). Rebooting Content: Broadcasting Sport & Esports to Homes During COVID-19. International Journal of Sport Communication, 13(3), 370-380.