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Dr Ashlee Morgan


Staff Member Details
Telephone: +61 8 6304 2869
Campus: Joondalup  
Room: JO2.248  

Ashlee Morgan is lecturer within the Marketing and Business Services Unit in the School of Business and Law.

Key Research Areas

  • Marketing
  • Sponsorship
  • Sport management
  • Women in sport


Ashlee is a Lecturer in the School of Business and Law, teaching within the Marketing program and Sport, Recreation and Event Management program. Ashlee was previous working at the University of Technology, Sydney and has also taught at Curtin University.

Ashlee’s area of expertise is sport marketing. Her research interests focus on inter-organisational alliances, sponsorship and strategic management within the sport sector. Ashlee was heavily involved in the development and growth of women’s AFL in Sydney and was the first female appointed representative on AFL Sydney’s Strategic Advisory Board.

Theme Two: Society and Culture; Marketing, Sponsorship, Sport management, Innovation and entrepreneurship

  • 2020 - Business Services Discipline Award, School of Business and Law, ECU
  • 2014 - New Researcher Award. European Association for Sport Management International Conference, Coventry, UK.
  • 2014 - Student Research Award. Sport Management Association of Australia and New Zealand International Conference, Melbourne, Australia.
  • 2013 - Outstanding Paper Award. European Academy of Management International Conference, Istanbul, Turkey.


  • Doctor of Philosophy, University of Technology, Sydney, 2013.

Research Outputs

Journal Articles

  • Morgan, A., Wilk, V. (2021). Social media users’ crisis response: A lexical exploration of social media content in an international sport crisis. Public Relations Review, 47(4), Article number 102057.
  • Morgan, A., Wilk, V. (2021). Sport Organizations and Reconciliation in Australia. Sport in Society, 2021(Article in Press), 23p..
  • Morgan, A., Wilk, V., Sibson, R., Willson, G. (2021). Sport event and destination co-branding: Analysis of social media sentiment in an international, professional sport event crisis. Tourism Management Perspectives, 39(July 2021), Article number 100848.
  • Willson, G., Wilk, V., Sibson, R., Morgan, A. (2021). Twitter content analysis of the Australian bushfires disaster 2019-2020: futures implication. Journal of Tourism Futures, 2021(Article in Press), 6p..
  • Kerr, A., Morgan, A. (2021). “All in One Rhythm”: Measuring the National Team Identification of Host Residents and Event Sport Tourists at the 2014 FIFA World Cup. Event Management: an international journal, 2021(Article in Press), 49p..
  • Kim, S., Morgan, A., Assaker, G. (2021). Examining the relationship between sport spectator motivation, involvement, and loyalty: a structural model in the context of Australian Rules football. Sport in Society, 24(6), 1006-1032.

Journal Articles

Journal Articles

Journal Articles

  • Willson, G., McIntosh, A., Morgan, A., Sanders, D. (2018). Terminal illness and tourism: a review of current literature and directions for future research. Tourism Recreation Research, 43(2), 268-272.

Book Chapters

  • Morgan, A., Frawley, S., Fujak, H., Cobourn, S. (2017). Sponsorship and sport mega-events. Managing Sport Mega-Events (105-120). Routledge.
  • Fujak, H., Frawley, S., Morgan, A. (2017). Broadcasting and sport mega-events. Managing Sport Mega-Events (89-104). Routledge.

Book Chapters

  • Morgan, A., Adair, D., Taylor, T., Hermens, A. (2016). Tensions within inter-organizational alliances: A sponsorship case study. Governance Issues in Strategic Alliances (201-223). Information Age Publishing.
  • Tremayne, P., Morgan, A. (2016). Attention, Centering, and Being Mindful: Medical Specialties to the Performing Arts. Mindfulness and Performance (389-411). Cambridge University Press.

Journal Articles

  • Morgan, A., Adair, D., Taylor, T., Hermens, A. (2014). Sport Sponsorship Alliances: Relationship Management for Shared Value. Sport, Business and Management: An International Journal, 4(4), 270-283.

Research Projects

  • Australian Centre for Research into Injury in Sport and its Prevention (ACRISP), International Olympic Committee, Research Centres for Prevention of Injury and Protection of Athlete Health, 2019 ‑ 2022, $568,107.

Research Student Supervision

Associate Supervisor

  • Doctor of Philosophy, Serious Injury in Australian Rugby Union: Understanding risks, outcomes and opportunities for prevention
  • Doctor of Philosophy, Technology adoption and sport business: An investigation of state sporting associations and clubs in Western Australia
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