Dr Armin Marquez

Assistant Professor

Department: Sport, Exercise and Rehabilitation

Dr. Armin Marquez joined Northumbria University in January 2024 as an Assistant Professor in Sport Management. His duties in this role include teaching and tutorial guidance, research and other forms of scholarly activity, examining, curriculum development, administration, and related activities. Dr. Marquez is part of the EDI team in the Department of Sport, Exercise, and Rehabilitation (SER), serving as Race Lead. He also acts as International Student Exchange Lead in SER, working with HoEdu and HoS to support the operational management of SER study abroad student schemes, acting as a personal tutor, liaising, welcoming, supporting module choices, and promoting these opportunities to external audiences to generate interest for SER.
Dr. Marquez completed his Ph.D. in Sport Administration at Georgia State University, where he served as lead instructor in various undergraduate courses, earned the Certificate of Excellence in College Teaching from the Centre for Excellence in Teaching and Learning, and received the 2020 Dean's Graduate Award for Commitment to the Discipline. After attaining his Ph.D., Dr. Marquez was a part-time instructor at the University of West Georgia in their online master's degree in sport management while acting as Chief of Sport Technology at Impact Infinity LLC.
Before joining Northumbria, Dr. Marquez was a Lecturer in Indiana University's Sport Marketing and Management program, one of the highest-ranked programs in the United States, teaching a wide range of courses in various modalities (online and in-person), and served as the internship coordinator, connecting hundreds of students to industry partners and monitoring their progress during their work experience.
His research interests include technology adoption, consumer behaviour, and sport for development. Related to technology adoption, the research conducted in the high school athletic space in the United States explored the adoption of digital ticketing from both consumers' and leaders' perspectives. Related to consumer behaviour, Dr. Marquez has examined pricing models used in sport ticketing. Specifically, the effects fees associated with sport event ticket purchases have on consumers. Dr. Marquez's interest in sport for development is influenced by his background as a former athlete participating in youth sports in Venezuela, interscholastic sports in England, collegiate in the US, and professional back in Venezuela, and now as a researcher, teacher, and coach. The sport-for-development movement calls for the intentional use of sports to bring about positive change in people and communities. Dr. Marquez seeks to explore the impact of coaches and parents in helping children attain skills that transcend the fields/courts.

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Key Publications

Please visit the Pure Research Information Portal for further information
Motives and Points of Attachment Influencing Adult Spectator Attendance at High School Football Games, Marquez, A., Cianfrone, B., Kellison, T. 16 Sep 2025, In: Journal of Amateur Sport
Examination of fans’ attribution of fee responsibility and perceptions of fee reasonableness during ticket purchases, Marquez, A., Cianfrone, B., Shapiro, S. 1 Mar 2024, In: International Journal of Sport Management and Marketing
International Sport Management, Marquez, A., Kristiansen, E., Thompson, A. 8 Nov 2024, Contemporary Sport Management, Harrogate, Human Kinetics Publishers Inc.
Technology adoption, Marquez, A. 17 Sep 2024, Encyclopedia of Sport Management, Cheltenham, Edward Elgar
All-Inclusive v. Partitioned Pricing in Sports: The Effects of Pricing Format on Ticket Purchasers’ Response, Marquez, A., Cianfrone, B., Shapiro, S. 1 Mar 2022, In: Sport Marketing Quarterly
Digital ticketing utilization in high school athletics: The role of spectator demographic, Marquez, A., Cianfrone, B. 15 Jul 2022, Marketing Analysis in Sport Business, Abingdon, Oxon, Routledge
Reimagining Sport Management Programs Within Kinesiology and Public Health, George, T., Marquez, A., Coble, C., Williams, A. 1 Nov 2022, In: Kinesiology Review
Factors affecting leaders’ adoption of innovation: The case of digital ticketing in the high school athletic space, Marquez, A., Cianfrone, B., Kellison, T. 12 Aug 2020, In: Sports Innovation Journal
Factors affecting spectators’ adoption of digital ticketing: the case of interscholastic sports, Marquez, A., Cianfrone, B., Kellison, T. 21 Jul 2020, In: International Journal of Sports Marketing and Sponsorship
Understanding organizational and public perspectives on stadium redevelopment through social media: A case study of Georgia State University's "new" stadium, McGehee, G., Marquez, A., Cianfrone, B., Kellison, T. 1 Jun 2018, In: International Journal of Sport Communication