At the SMASH Research Lab, we explore the intersection of sport, data, and human experience. Our mission is to empower sport fans and communities through innovative analytics, evidence-based strategies, and health-focused insights.

We investigate how emotions, identities, and behaviors unfold in sport contexts—both in stadiums and across digital platforms. By combining advanced analytics with social science theory, we seek to understand how sport shapes well-being, fosters community, and influences broader social outcomes.

What We Do

• Fan Experience & Emotions: Examine the cognitive and emotional journeys of sport fans, from joy and pride to frustration and resilience.

• Analytics & Innovation: Apply cutting-edge machine learning, decision modeling, and data visualization to uncover patterns in sport consumption.

• Health & Society: Investigate the connections between sport, media, and public health, including issues such as mental health, food consumption, and obesity.

• Strategic Insights: Translate findings into actionable strategies for sport organizations, policymakers, and communities.

Please explore the website to learn more about our research projects and collaborations. We look forward to connecting with fellow researchers, students, and professionals in the sport management community.