Business Management

Biography:

Fernando Pardo is Assistant Professor of Sport Marketing at Ted Rogers School of Management, Ryerson University (Toronto, Canada). His main specialism is marketing of sport products and the business of sports, on which he has presented internationally in countries like China, Switzerland, Denmark, Mexico, Brazil, USA, and throughout Canada. He has consulted to sports bodies such as International Canoe Federation, World Archery, FIBA Americas, and was a member of the Toronto 2015 Pan American Games Bid Team. In 2011 Professor Pardo oversaw the Transfer Knowledge program for the 2011 International Canoe Federation World Championships, Szeged, Hungry. He has also advised municipal and provincial government leaders on different sport policies. He is a regular commentator on sports business issues in the press, on radio and TV. His current research interests are branding of non-sport cities, How to market sports & recreation to a new generation of children, International Sport federations, Bidding to Host: International Sport events; Marketing of sport facilities; Professional sports, Transfer Knowledge for World Championship & World Cup events, and attendance at major sporting events.   

Research Interest:

Branding of non-sport cities, How to market recreation to a new generation of children, International Sport Federations; International Sport Bids: Olympics, World Championships, Pan American Games; Marketing of Sport Facilities; Professional Sports; Transfer Knowledge at World Championship.

Current Courses:

• Marketing Management
• Sport Marketing Concepts and Strategy
• International Sport Marketing
• Project Management 
• Canadian Business Environment
• Sales and Merchandising Management
• Leisure in Canadian Society
• Managing People in Recreation Service Organizations

Undergraduate Course Development

2008    International Sport Marketing

2008    Sport Marketing Concepts and Strategy

University Certificate Course Development

2011    TRSM-FIBA Americas University Certificate Program

Professional Affiliations:

• American Marketing Association
• Academy of Management 
• North American Society for Sport Management

Publications and Presentations:

• Brazilian Olympic Committee: Congresso Internacional de Gestao e Marketing, Rio de Janeiro, Brazil, April 2011
• Academy of Management, Montreal, Canada August 2010
• FIBA America’s Congress, San Juan, Puerto Rico, May 2010
• Administrative Sciences Association of Canada(ASAC), Niagara Falls, ON, June 2009
• McGraw Hill Academic Conference October 2008, Toronto, ON, Canada
• Ryerson University Annual Faculty Conference, Toronto, ON, Canada, May 2008
• North American Sport Management Conference, Toronto, ON, Canada, May 2008
• American Marketing Association, San Diego, California, USA, August 2008
• Pan American Games Congress, Acapulco, Mexico, October 2008