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Noni Zaharia

Assistant Professor of Sport Management

Department

Research, Professional and Creative Activity

  • Consumer Behavior
  • Organizational Behavior
  • Sport Marketing
  • Sport Sponsorship
  • Sport Finance
  • Analytics and Research Methods

Professional Profile

Dr. Noni Zaharia is an assistant professor of sport management at Flagler College. He combines his business education with his international professional experience in sport management to offer an exciting and innovative classroom experience. Dr. Zaharia has a very good understanding of sport marketing, general marketing and management areas from his relevant international sport work experience, and because he studied these topics in his Bachelor of Science in Management and Marketing program and in his M.B.A. program. Moreover, he has additional expertise in Applied Statistics and Research Methods through his doctoral minor from University of Northern Colorado.He began his teaching career as a Postdoctoral Fellow in the Sport Management Department at the Florida State University where he taught various sport management courses.

Dr. Zaharia is an international professor because he worked and studied in several countries, such as the United States, Romania, Greece, Germany, and Ukraine.He worked extensively in the soccer industry in Europe, holding such positions as Marketing Director, Live Radio Broadcaster, and Destination Manager. In the United States he worked as a researcher in sports-related consulting projects, especially for the motorsports and cycling industry (NASCAR, IndyCar, Formula 1, and Tour de France). Dr. Zaharia always tries to bring an international perspective relative to the sport management courses he teaches. He endorses the philosophy of sport management faculty being aware of other world regions’ viewpoints, as this will provide a competitive advantage to students in advancing their increasingly global careers.

In his academic pursuits, he undertakes international sport sponsorship research, consumer and organizational behavior studies, and "big picture" studies, such as how to bridge the research gap between the sport industry and the sport academia. In particular, he has established a strong research program in understanding how sport sponsorship outcomes function in relation with actual purchase behaviors and not just behavioral intentions. His work has adopted cutting-edge statistical models and research designs to better understand consumers’ actual behavior, as previous sport studies were limited to investigating consumer purchase intentions or past purchases, and not examining actual behaviors. Regarding scholarly publications, he is already published for a Paralympic Games’ consumer behavior study that took place in London, United Kingdom. Three more academic articles are currently published in the flagship Journal of Sport Management (JSM) and in the Sport Management Education Journal. The JSM’s reviewers commended Dr. Zaharia in his efforts to investigate “one of the most salient big-picture issues that the field currently faces” on bridging the gap between theory and practice. Due to the potential contribution of these research topics, he was presented with several leading international academic awards, such as the 2014 NASSM Doctoral Research Grant Award and the 2014 SMA Best Student Research Paper Award. In addition, he is the winner of the 2014 University of Northern Colorado’s Natural and Health Sciences Student Research Grant, and is a 2015 NASSM Student Research competition finalist.

He has also been invited to present his research at several international academic conferences, including the American Marketing Association (AMA) Conference, the North American Society for Sport Management (NASSM) Conference, the Annual Conference of the Sport Marketing Association (SMA), the Sport Research Institute Conference on College Sport (CSRI), the Alliance for Sport Business (ASB) meetings, the Interdisciplinary Tourism Research Conference in Istanbul, Turkey, and the Fifth International Conference on Sport and Society in Rio de Janeiro, Brazil.

Teaching and Related Service

  • Sport Administration
  • Sport Finance
  • Sport Marketing
  •  Sports, Selling and Sales       
  • Sports Analytics
  • Sport Sponsorship & Sales    
  • Globalization, Development, & Sport
  • Applied Research-Sport Management
  • Sport Event Development and Management
  • Fitness Management
  • Activities for Stress Management
  • Soccer
  • Walking & Jogging
  • Advise 30+ undergraduate students on course selection and career prospects
  • Research Development Coordinator, Alliance for Sport Business

More Information

Professional Affiliations

  • American Marketing Association (AMA)
  • North American Society for Sport Management (NASSM)
  • Sport Marketing Association (SMA)
  • Alliance for Sport Business (ASB)

Publications

Zaharia, N., Brandon-Lai, S., & James, J. (2017). Show me the money: On predicting actual purchases in cross-national sponsorship. International Journal of Marketing Studies, 9(4), 38-53.

Zaharia, N. (2017). University-industry knowledge transfer: Channels of sport research interaction. International Journal of Business and Management, 12(9), 1-16.

Zaharia, N., Biscaia, R., Gray, D., & Stotlar, D. (2016). No more “good” intentions: Purchase behaviors in sponsorship. Journal of Sport Management, 30(2), 162-175.

Zaharia, N., & Kaburakis, A. (2016). Bridging the gap: U.S. sport managers on barriers to industry-academia research collaboration. Journal of Sport Management, 30(3), 248-264.

Zaharia, N., Mayer, K. C., Hungenberg, E., Gray, D., & Stotlar, D. (2016). Is sport sponsorship global? Evidence from the United States, the United Kingdom, and India. International Journal of Marketing Studies, 8(3), 43-57.

Zaharia, N., Kaburakis, A., & Pierce, D. (2016). U.S. sport management programs in business schools: Trends and key issues. Sport Management Education Journal, 10(1), 13-28.

Ekmekci, R., Berber, S., Zaharia, N., & Turco, D. M. (2013). Spectator consumer behaviors at the 2012 London Paralympic Games. Choregia: Sport Management International Journal, 9(2), 77-97.

Refereed Oral Presentations

Lupinek, J., & Zaharia, N. (2018). To purchase or not to purchase? That is the (sponsorship) question. The North American Society for Sport Management Conference, Halifax, Canada.

Zaharia, N. (2017). Sponsorship’s impact on sales and the Hofstede theory. American Marketing Association Winter 2017 Conference, Orlando, FL.

Zaharia, N., Brandon-Lai, S., & James, J. D. (2016). The good, the bad and the ugly in global sponsorship. Sport Marketing Association Conference, Indianapolis, IN.

Zaharia, N., & Gray, D. (2016). Show me the money: Purchase behaviors in sponsorship. The North American Society for Sport Management Conference, Orlando, FL.

Zaharia, N., & Kaburakis, A. (2016). Alliance for Sport Business: State of the field and survey summary. Alliance for Sport Business Conference, Oklahoma City, OK.

Zaharia, N., Stotlar, D., Gray, D., & Biscaia, R. (2015). No more “good” intentions: Purchase behaviors in sponsorship. The North American Society for Sport Management Conference, Ottawa, Canada. [Student Research Competition Finalist]

Zaharia, N., Kaburakis, A., & Pierce, D. A. (2015). U.S. sport management programs in business schools: State of the field. The North American Society for Sport Management Conference, Ottawa, Canada.

Kaburakis, A., & Zaharia, N. (2015). Sport business programs: Trends and key issues. Alliance for Sport Business Conference, Athens, OH.

Zaharia, N. (2015). Is sport sponsorship global? Evidence from the United States, the United Kingdom, and India. American Marketing Association Winter 2015 Conference, San Antonio, TX.

Zaharia, N., Stotlar, D., & Gray, D. (2014). The sponsorship secret nobody tells: Purchase intentions versus actual purchases. Sport Marketing Association Conference, Philadelphia, PA. [Selected as Best Student Paper of the conference]

Zaharia, N., & Stotlar, D. (2014). U.S. sport managers on channels to industry-academia research interaction. Sport Marketing Association Conference, Philadelphia, PA.

Zaharia, N., & Kaburakis, A. (2014). Bridging the gap: U.S. sport managers on barriers to industry-academia research collaboration. Sport Entertainment & Venues Tomorrow, Columbia, SC.

Zaharia, N., Mayer, K. C., Hungenberg, E., Gray, D., & Stotlar, D. (2014). Analyzing sponsorship effectiveness in sport: A cross-national study. The North American Society for Sport Management Conference, Pittsburg, PA.

Berber, S., Turco, D. M., Rasku, R., & Zaharia, N. (2014). Spectator consumer behaviors at the 2012 EURO Cup Poland-Ukraine. Fifth International Conference on Sport and Society, Rio de Janeiro, Brazil.

Rasku, R., Puranaho, K., Zaharia, N., & Turco, D. M. (2014). Football fans in the emerging E.U.: A profile of spectators to the 2012 UEFA EURO Cup Poland-Ukraine. Interdisciplinary Tourism Research Conference, Istanbul, Turkey.

Kaburakis, A., & Zaharia, N. (2014). U.S. sport management programs in business schools. Alliance for Sport Business Conference, Tampa, FL.

Ekmekci, R., Berber, S., Zaharia, N., & Turco, D. M. (2013). Spectator consumer behaviors at the 2012 London Paralympic Games. Sport Marketing Association Conference, Albuquerque, NM.

Mayer, K. C., Davies, M., & Zaharia, N. (2013). Women’s sports non-attendance: An investigation of intercollegiate soccer and volleyball. College Sport Research Institute’s. Scholarly Conference on College Sport, Chapel Hill, NC.

Zaharia, N. (2011). Effectively positioning sport management programs in business schools. Alliance for Sport Business Conference, Saint Louis, MO.