Michael Goldman

Michael Goldman

Associate Professor

Full-Time Faculty

(415) 422-5280 SFH 438


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.

DBA, Gordon Institute of Business Science
Senior Lecturer, Marketing, University of Pretoria's Gordon Institute of Business Science
Sport fan and consumer behavior
Athlete, team or event sponsorship
Sport sales and demand generation
Sport marketing strategy
Sport marketing
Case research
Selected Publications

Goldman, M. M., & Duran, M. (2019). Fancam: A new channel management strategy (Case reference 9B19A037). London, Ontario: Ivey Publishing.

Blake, J., Fourie, S., & Goldman, M. M. (2018). The relationship between sports sponsorship and corporate financial returns in South Africa. International Journal of Sports Marketing and Sponsorship, https://doi.org/10.1108/IJSMS-12-2016-0088.

Goldman, M. M., and Mashinini, M. (2019). Confederation of African Football. In S. Chadwick, P. Widdop, C. Anagnostopoulos, and D. Parnell, Routledge Handbook of Football Business and Management. London: Routledge.

Awards & Distinctions

2017 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

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