Education

Ed.D., University of Northern Colorado
M.A., University of Northern Colorado
B.A., Western State College of Colorado

Background

Richard M. Southall came to the University of South Carolina in the fall of 2013. Southall teaches and researches in the areas of sport ethics, college sport and research methods. His research has led to publications in journals such the Journal of Sport and Social Issues, Journal of Sport Management, Sport Marketing Quarterly, Ethnic and Racial Studies, and Journal of Issues in Intercollegiate Athletics. Southall is co-author of two sport-management textbooks: Introduction to Sport Management: Theory and Practice, and Sport Facility Management: Organizing Events and Mitigating Risks (2nd ed.). In addition, Southall has made more than 100 national and international research presentations. Southall is director of the College Sport Research Institute at the University of South Carolina.

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In the Media

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2023

• Upside Chat: Richard Southall, Professor & Director, University of South Carolina (NCAA), on the NIL's Progress, Current Issues & How to Make it Better for College Athletes: The Upside Newsletter
• Sonny Vaccaro discusses 'Air,' Michael Jordan, the University of South Carolina, and NIL agreements: Cola Daily
• CSRI Director Richard Southall: Cola Daily
• Big buyouts for college coaches are the norm. If athletes start getting revenue, that could change: Associated Press

2021

• What Blockbuster Coaching Contracts Mean for Higher Ed: Inside Higher Ed
• The Coronavirus and College This Fall: U.S. News & World Report
• The NCAA and Supreme Court took a small step to fix college sports. It’s not nearly enough: Washington Post
• The Reality of Student-Athletes During the Pandemic: Observatory of Educational Innovation
• Student athletes worry the coronavirus pandemic could put their scholarships at risk: CNBC

2020

• Canceling college football could have devastating impact on LGBT college athletes: OutSports.com
• What COVID-19 Means for College Sports, Recruiting: U.S. News & World Report
• Will Others Follow Iowa State And Trim Coaching Salaries?: Forbes 

Research Interests

• NCAA Power-5 revenue sport
• Sport ethics
• Legal issues in NCAA sport
• Sport sociology

Honors / Awards

• Sport and Recreation Law Association Research Fellow (2013)
• President, Sport and Recreation Law Association (2004-2005)
• Faculty Research Advisor Award, University of West Georgia (2003, 2004)
• Professional Association of Diving Instructors — Course Director (1992)

Teaching

• SPTE 310 – Collegiate Athletics
• SPTE 701 – Management in Sport and Entertainment Industry

Books

Southall, R. M., Nagel, M. S., Staurowsky, E. J., Karcher, R., & Maxcy, J. (2023). The NCAA and the exploitation of college profit-athletes. University of South Carolina Press.

Ammon, R., Southall, R. M., & Nagel, M. (2016). Sport facility management: Organizing events and mitigating risks (3rd ed.). Fitness Information Technology.

Nagel, M. S., & Southall, R. M. (Eds.) (2015). Introduction to sport management: Theory and practice (2nd ed.). Kendall Hunt Publishers.

Nagel, M. S., & Southall, R. M. (Eds.). (2011). Introduction to sport management: Theory and practice. Kendall Hunt Publishers.

Ammon, R., Southall, R. M., & Nagel, M. S. (2010). Sport facility management: Organizing events and mitigating risks (2nd ed.). Fitness Information Technology.

Ammon, R., Jr., Southall, R. M., & Blair, D. A. (2003). Sport facility management: Organizing events and mitigating risks. Fitness Information Technology.

Book Chapters

Southall, R. M., & Southall, C. (2018). Case study research. In B. G. Pitts, M. Li & A. Kim (Eds.), Research methods in sport management (pp. 53-80). Fitness Information Technology.

Southall, R. M., & Southall, C. (2018). The National Collegiate Athletic Association’s “nothing short of remarkable” rebranding of academic success. In R. King-White (Ed.), Sport in the neoliberal university: Profit, politics, and pedagogy. Rutgers University Press.

Southall, R. M., & Southall, C. (2017). College sport reform: The more things change, the more they stay the same. In G. Sailes (Ed.), Sports in higher education: Issues and controversies (2nd ed.). Cognella Academic Publishing.

Southall, R. M. (2012). Taking the measure of graduation rates in big-time college sport. Phi Kappa Phi Forum, 92(3), 18-20. In W. Breeze, M. Gagich, J. Schantz, & E. Zickel (Eds.), The engaged reader: Issues and conversations for composition. Van-Griner Publishing.

Southall, R. M. (2012). College sport reform: Déjà vu all over again and again. In G. Sailes (Ed.), Sports in higher education: Issues and controversies in college athletics. Cognella Academic Publishing.

Southall, R. M., Anderson, E. C., Nagel, M. S., Southall, C, & Polite, F. C. (2012). An investigation of ethnicity as a variable related to US male college athletes’ sexual- orientation behaviors and attitudes. In E. Anderson (Ed.), Sport, masculinities and sexualities. Routledge.

Southall, R. M., Nagel, M. S., & Southall, D. J. (2012). The college sport research institute: Where theory and practice lead to action. In S. Chadwick & D. Ciletti (Eds.), Sport entrepreneurship: Theory and practice. Fitness Information Technology.

Southall, R. M., & Nagel, M. S. (2010). Using the theory of institutional logics to examine big-time college sport. In E. Smith (Ed.), Sociology of sport and social theory. Human Kinetics.

Southall, R. M., Nagel, M. S., Amis, J., & Southall, C. (2010). Contradictions and conflicts: Ethical dilemmas inherent in big-time college sport. In C. Santo & G. Mildner (Eds.), Sport and public policy. Human Kinetics.

Nagel, M. S., & Southall, R. M. (2010). Deion Sanders — The evolution of "Prime Time." In J. W. Lee (Ed.), Branded. Carolina Academic Press.

Southall, R. M., & Nagel, M. S. (2010). The WUSA: Why did women’s professional soccer fail in the United States? In J. W. Lee (Ed.), Branding in sport business. Carolina Academic Press.

Southall, R. M. (2008). Case study research in sport management. In M. Li, B. Pitts & J. Quarterman (Eds.), Research methods in sport management. Fitness Information Technology.

Southall, R. M. (2008). Legal risk management in sport promotion and sales. In R. L. Irwin, W. A. Sutton & L. McCarthy (Eds.), Sport promotion and sales management (2nd ed.) (pp. 267-296). Human Kinetics.

Southall, R. M., & Nagel, M. S. (2007). Marketing professional soccer in the United States: The successes and failures of MLS & WUSA. In M. Desbordes (Ed.), Marketing and football: An international perspective (pp. 366-394). Reed/Elsevier.

Research Publications

Kidd, V. D., Southall, R. M., Nagel, M. S., Reynolds, J. F., & Anderson, C. (2018). Profit-athletes' athletic role set and post-athletic transitions. Journal of Issues in Intercollegiate Athletics, 11, 115-141. http://csri-jiia.org/profit-athletes-athletic-role-set-and-post-athletic-transitions

Jara-Pazmino, E. S., Heere, B., Regan, T. H., Blake, C. E., & Southall, R. M. (2017). Coaches’ perception of organizational socialization process of international student-athletes and the effect of cultural distance: An exploratory study. International Journal of Exercise Science, 10(6), 875-889. http://digitalcommons.wku.edu/ijes/vol10/iss6/6

Southall, R. M., Eckard, E. W., Nagel, M. S., & Randall, M. H. (2015). Athletic success and NCAA profit-athletes’ adjusted graduation gaps. Sociology of Sport Journal, 32(4), 395-414. https://doi.org/10.1123/ssj.2014-0156

Southall, R. M., & Karcher, R. T. (2015). Distributive injustice: An ethical analysis of the NCAA’s 'collegiate model of athletics' and its jurisprudence. International Sports Law Journal, 15(3), 210-225. https://doi.org/10.1007/s40318-015-0084-6

Southall, R. M., Nagel, M. S., Southall, D. J., Ammon, R., & Reese, J. T. (2015). A "practical" theoretical model for teaching sport-event management. Journal of Kinesiology and Wellness, 4(1), 4-24. https://doi.org/10.56980/jkw.v4i1.21

Turner, R. W., Southall, R. M., & Eckard, E. W. (2015). Athlete graduation rate gaps at Division-I state flagship universities: An exploratory analysis emphasizing Black males. Spectrum: A Journal on Black Men, 3(2), 1-25. https://doi.org/10.2979/spectrum.3.2.1

Southall, R. M. (2014). NCAA graduation rates: A quarter-century of re-branding academic success. Journal of Intercollegiate Sport, 7(2), 120-133. https://doi.org/10.1123/jis.2014-0134

Reese, J. T., & Dodds, M. A., Southall, R. M., & Heisey, K. C. (2014). Enforcing club seat contracts in professional sports. Case Studies in Sport Management, 3(1), 68-74. https://doi.org/10.1123/cssm.2014-0023

Southall, C., & Southall, R. M. (2014). Atmospheric music in the NBA servicescape: Fan involvement, team loyalty, consumer attitudes and emotional responses. Journal of Applied Marketing Theory, 5(1), 45-61. https://digitalcommons.georgiasouthern.edu/cgi/viewcontent.cgi?article=1022&context=jamt

Southall, R. M., Nagel, M. S., Southall, C., & Brown, M. (2014). Media March Madness: A comparative content analysis of 2006 and 2011 NCAA Division I Men’s National Basketball Tournament broadcasts. International Journal of Sport Management, 15(3), 367-383.

Southall, R. M., & Weiler, J. D. (2014). NCAA D-I athletic departments: 21st century company towns. Journal of Issues in Intercollegiate Athletics, 7, 161-186. https://csri-jiia.org/old/documents/publications/research_articles/2014/JIIA_2014_7_08_161_186_21st%20Century.pdf

Southall, R. M., & Staurowsky, E. J. (2013). Cheering on the collegiate model: Creating, disseminating, and imbedding the NCAA's redefinition of amateurism. Journal of Sport and Social Issues, 37(4), 403-429. https://doi.org/10.1177/0193723513498606

Southall, R. M., Hancock, K. L., Cooper, C. C., & Nagel, M. S. (2012). College World Series broadcasts: 'They are what they are.' Journal of Sports Media, 7(2), 41-60. https://doi.org/10.1353/jsm.2012.0020

Southall, R. M., & Nagel, M. S. (2011). NCAA v. The Associated Press: Open records ruling may impact future athletic department activities. Sport Marketing Quarterly, 20(3), 170-173.

Cooper, C. G., Ross, S., & Southall, R. M., (2011). Revolutionizing the market: Branding strategies within NCAA athletic departments. International Journal of Sport Management, 12(3), 275-287.

Southall, R. M., Dick, R. J., & Pollack, T. A. (2010). Assessing sport-sales training effectiveness: To enhance sales performance of prospective sales employees. Journal of Applied Marketing Theory, 1(2), 45-57. https://doi.org/10.20429/jamt.2010.010205

Kobayashi, K., Amis, J., Irwin, R. I., & Southall, R. M. (2010). Japanese post-industrial management: The cases of Asics and Mizuno. Sport in Society, 13(9), 1334-1355. https://doi.org/10.1080/17430437.2010.510672

Southall, R. M., Anderson, E. D., Nagel, M. S., Southall, C., & Polite, F. G. (2010). An investigation of ethnicity as a variable related to male college athletes' sexual-orientation behaviors and attitudes. Ethnic and Racial Studies, 34(2), 293-313. https://doi.org/10.1080/01419870.2010.495409

Cooper, C. G., & Southall, R. M. (2010). The pursuit of sustainability: Examining the motivational consumption preferences for online consumers of nonrevenue sport teams. International Journal of Sport Communication, 3(1), 1-11. https://doi.org/10.1123/ijsc.3.1.1

Southall, R. M., Southall, C., & Dwyer, B. (2009). 2009 Bowl Championship Series telecasts: Expressions of big-time college-sport's commercial institutional logic. Journal of Issues in Intercollegiate Athletics, 2, 150-176. http://csri-jiia.org/old/documents/publications/research_articles/2009/JIIA_2009_9_BCS_Institutional_Logics.pdf

Southall, R. M., Nagel, M. S., Anderson, E. D., Polite, F., & Southall, C. (2009). An investigation of male college athletes' attitudes toward sexual orientation. Journal of Issues in Intercollegiate Athletics, 2009 Special Issue, 62-77. http://csri-jiia.org/old/documents/publications/special_issues/2009/sp_04_GenderandSexual-OrientationAttitudes.pdf

Southall, R. M., Nagel, M. S., Amis, J., & Southall, C. (2008). A method to March Madness: Institutional logics and the 2006 National Collegiate Athletic Association Division I men's basketball tournament. Journal of Sport Management, 22(6), 677-700. https://doi.org/10.1123/jsm.22.6.677

Southall, R. M., & Nagel, M. S. (2008). A case-study analysis of NCAA Division I women's basketball tournament broadcasts: Educational or commercial activity? International Journal of Sport Communication, 1(4), 516-533. https://doi.org/10.1123/ijsc.1.4.516

Ridpath, B. D., Nagel, M. S., & Southall, R. M. (2008). New rules for a new ballgame: Legislative and judicial rationales for revamping the NCAA's enforcement process. Entertainment and Sports Law Journal, 6(1), 1-15. https://doi.org/10.16997/eslj.65

McKelvey, S., & Southall, R. M. (2008). Teaching sport sponsorship sales through experiential learning. International Journal of Sport Management and Marketing, 4(2/3), 225-254.

Nagel, M. S., & Southall, R. M. (2007). A stadium in your front yard? Eminent domain and the potential sport marketing implications of Kelo v. City of New London. Sport Marketing Quarterly, 16(3), 171-173.

Irwin, R. L., Southall, R. M., & Sutton, W. A. (2007). Pentagon of sport sales training: A 21st century sport sales training model. Sport Management Education Journal, 1(1), 18-39. https://doi.org/10.1123/smej.1.1.18

Southall, R. M., & Nagel, M. S. (2007). Marketing professional soccer in the United States: Lessons in exchange theory and cause-related marketing. Sport Management and Related Topics Journal, 3(2), 54-69. http://w.thesmartjournal.com/soccer.pdf

Southall, R. M., & Sharp, L. A. (2006). The National Football League and its 'culture of intoxication': A negligent marketing analysis of Verni v. Lanzaro. Journal of Legal Aspects of Sport, 16(1), 101-127. https://doi.org/10.1123/jlas.16.1.121

Wells, D. E., Southall, R. M., Stotlar, D., & Mundfrom, D. J. (2005). Factors related to annual fundraising contributions from individual donors to NCAA Division I-A institutions. International Journal of Educational Advancement, 6(1), 3-10. https://doi.org/10.1057/palgrave.ijea.2140229

Southall, R. M., Wells, D. E., & Nagel, M. S. (2005). Organizational culture perceptions of intercollegiate athletic department members. Applied Research in Coaching and Athletics Annual, 20, 65-93.

Southall, R. M., Nagel, M. S., & LeGrande, D. J. (2005). Build it and they will come? The Women's United Soccer Association: A collision of exchange theory and strategic philanthropy. Sport Marketing Quarterly, 14(3), 158-167.

Reese, J. T., Nagel, M. S., & Southall, R. M. (2004). National Football League ticket transfer policies: Legal and policy issues. Journal of Legal Aspects of Sport, 14(2), 163-190. https://doi.org/10.1123/jlas.14.2.163

Nagel, M. S., Southall, R. M., & O'Toole, T. P. (2004). Punishment in the four major professional sports leagues. International Sports Journal, 8(2), 15-27.

Reese, J. T., Nagel, M. S., & Southall, R. M. (2003). Legal and marketing implications of ticket transfer policies in the National Football League. Sport Marketing Quarterly, 12(4), 254-255.

Southall, R. M., Nagel, M. S., Batista, P. J., & Reese, J. T. (2003). The Board of Regents of the University of Minnesota v. Haskins: The University of Minnesota men's basketball academic fraud scandal: A case study. Journal of Legal Aspects of Sport, 13(2), 121-144. https://doi.org/10.1123/jlas.13.2.121

Southall, R. M., & Nagel, M. S. (2003). Content analysis of athlete handbooks from selected NCAA division I-A athletic departments. International Journal of Sport Management, 4(3), 179-191.

Southall, R. M., Nagel, M. S., LeGrande, D., & Han. M. Y. (2003). Sport management practica: A metadiscrete experiential learning model. Sport Marketing Quarterly, 12(1), 27-36.

Southall, R. M. (2001). Good start, the bad, and much better: Three NCAA intercollegiate athletic department policy responses to criminal behavior by college athletes. Journal of Legal Aspects of Sport, 11(3), 269-284. https://doi.org/10.1123/jlas.11.3.269

Wells, D. E., Southall, R. M., & Peng. C. (2000). An analysis of factors related to attendance at division II football games. Sport Marketing Quarterly, 9(4), 203-210.

Professional Affiliations

• College Sport Research Institute
• North American Society for the Sociology of Sport

Consulting Experiences

• Southall, R. M. (2017–present). Columbia Scuba — consultant. Columbia, S.C.
• Southall, R. M. (2010–2016). Hausfled, LLP — consultant for O’Bannon v. NCAA litigation. San Francisco, Calif.; Washington, D.C.
• Southall, R. M. (2013–2011). Ticket Sales Training Program. Carolina RailHawks. The University of North Carolina at Chapel Hill. Chapel Hill, N.C.
• Southall, R. M. (2011, November). NCAA Legislative Proposals 2010-09 and 2010-26 Report. The University of North Carolina at Chapel Hill. Chapel Hill, N.C.
• Southall, R. M. (2010, December 15). Summary of NCAA D-I Cabinet and Committee Agendas and Reports. The University of North Carolina at Chapel Hill. Chapel Hill, N.C.
• Southall, R. M. (2010, May). The Business of Big-time College Sport Consulting Report. The University of North Carolina at Chapel Hill. Chapel Hill, N.C.
• Irwin, R., Drayer, J., Irwin, C., Ryan, T. and Southall, R. M. (2008, April 1). U.S.A. Swimming: Constraints Impacting Minority Swimming Participation Report. The University of Memphis. Memphis, Tenn.
• Southall, R. M., Le Grande, D., and Nagel, M.S. (2004, August). Georgia Force 2004 Fan Psychographic and Sponsorship-Recognition Survey Report. The University of Memphis. Memphis, Tenn.
• Southall, R. M., Le Grande, D., and Nagel, M.S. (2004, July). Georgia Force 2004 Fan Attitudinal and Game-satisfaction Survey Report. The University of Memphis. Memphis, Tenn.
• Southall, R. M., and LeGrande, D. (2003, September). Atlanta Beat 2003 Survey Report. West Georgia Sport Marketing. University of West Georgia. Carrollton, Ga.
• Southall, R. M., and LeGrande, D. (2002, August). Atlanta Beat 2002 Survey Report. West Georgia Sport Marketing. University of West Georgia. Carrollton, Ga.
• Southall, R. M., and LeGrande, D. (2001, July). Georgia State Soccer Association Atlanta Soccer Village Survey Report. West Georgia Sport Marketing. University of West Georgia. Carrollton, Ga.
• Southall, R. M., and LeGrande, D. (2001, July). Atlanta Beat 2001 Survey Report. West Georgia Sport Marketing. University of West Georgia. Carrollton, Ga.
• Southall, R. M. (2001, February). Air Force Academy Athletic Department Organizational Culture Report. University of West Georgia. Carrollton, Ga.
• Southall, R. M. (2001, February). Brigham Young University Athletic Department Organizational Culture Report. University of West Georgia. Carrollton, Ga.
• Southall, R. M. (2001, February). Colorado State University Athletic Department Organizational Culture Report. University of West Georgia. Carrollton, Ga.
• Southall, R. M. (2001, February). University of Utah Athletic Department Organizational Culture Report. University of West Georgia. Carrollton, Ga.