Dr. Sutton is a distinguished academician and a proven sports marketing practitioner. As a renowned expert who educates and engages, Sutton possesses a distinct combination of professional experiences that blend his savvy business acumen with his significant university credentials. His academic and industry career experiences are diverse and form a unique prism to observe the sports marketing and sports business landscape. Sutton’s consultation work has spanned the industry, working with professional leagues, teams, organizations, brands, universities, agencies and facilities.
Dr. Sutton currently holds an appointment as Professor and Associate Department Head on the faculty of the DeVos Sport Business Management Graduate Program at the University of Central Florida and is the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement.
Dr. Sutton employs a hybrid approach, influenced heavily by his wide-ranging work experiences; including tenures at sports marketing agencies, professional leagues and nationally acclaimed Sport Management programs. He is the co-creator and architect of the innovative and groundbreaking Sports Sales Combine. The Sports Sales Combine, a careers concept inspired by the NFL Draft Combine, was hailed by CNBC.com as potentially the “the next great idea in sports marketing.” Sutton has an extensive track record of placing students in careers in the sports industry.
While currently, teaching courses at UCF in sport marketing and sales and promotional management in sport, Dr. Sutton serves as the Internship Coordinator for the program. His consulting clients include the NBA, WNBA, NHL, Orlando Magic, Phoenix Suns, Charlotte Bobcats, MSG Sports, Pittsburgh Pirates and Cleveland Cavaliers. Prior to assuming his current positions, Sutton served as Vice President, Team Marketing and Business Operations for the National Basketball Association. In this capacity, Dr. Sutton assisted NBA teams with marketing related functions such as sales, promotional activities, market research, advertising, customer service, strategic planning and staffing. Dr. Sutton has held academic appointments at Robert Morris University, the Ohio State University and the University of Massachusetts – Amherst.
Dr. Sutton is a co-author of 2 texts: Sport Marketing (3rd Ed 2007) and Sport Promotion and Sales Management (2nd Ed 2008) published by Human Kinetics. Dr. Sutton has also authored more than 200 articles (refereed and non-refereed), and has made more than 250 national and international presentations. Dr. Sutton a past president of North American Society for Sport Management (NASSM) is a founding member and current President of the Sport Marketing Association (SMA) and the Sport Marketing Quarterly – a publication where he has also served as the co-editor.
He is a featured author for Street and Smith’s Sports Business Journal (SBJ) and for the basketball strategy and business magazines Basketball Gigante and FIBA Assist published in Italy. Sutton is frequently called upon by members of the media for his insight and commentary on the sports business industry including; USA Today, The New York Times, CNBC.com, The Washington Times, Fox Business, The Orlando Sentinel, South Florida Sun-Sentinel, Advertising Age and Brandweek.
Dr. Sutton’s professional experience includes service as a special events coordinator for the City of Pittsburgh, a YMCA Director, Vice President of Information Services for an international sports marketing firm, Commissioner of the Mid-Ohio Conference, and co-founder and Principal of the consulting firm, Audience Analysts.
Holding three degrees (BA 1972, MS, 1980, and ED.D 1983) from Oklahoma State University, where he was inducted into the College of Education Hall of Fame in 2003 Dr. Sutton is also an inaugural member of the Robert Morris University Sport Management Hall of Fame (2006). Dr. Sutton and his wife Sharon reside in Orlando, Florida.