Sport Marketing and Sponsorship, Value Co-Creation, Sport Value Framework, Sustainable Tourism, Digitalization in Sport and Social Media, Fan Identification and Behavior, Relationship Marketing
Sport Marketing, Event Management
Supervision of Master and Bachelor theses
Chris Horbel is Associate Professor of Sport Management at the Department of Sport and Social Sciences. She has joined NIH in September 2019. She teaches Event Management and Sport Marketing at both undergraduate and graduate levels.
Dr. Horbel has formerly been employed as research assistant and Assistant Professor at the University of Bayreuth, Germany and as Associate Professor at the University of Southern Denmark. She has also been a Visiting Researcher at Indiana University, Bloomington, US and the University of Hawaii at Manoa, US. She holds a PhD in Business Administration as well as a Postdoctoral Degree (Habilitation) from the University of Bayreuth in Germany.
Dr. Horbel focusses on sport marketing, especially in the context of sport events, sport sponsorship, fan behavior, social media in sport as well as digitalization. She has a special interest in the further conceptual development of value co-creation and resource integration in the context of sport. Furthermore, she is one of the founding members and co-leader of an International Research Network focusing on Sustainable Tourism Development in the Arctic.
Dr. Horbel is an Editorial Board Member of European Sport Management Quarterly, for which she also acts as Social Media Editor. She further serves as coordinator and main responsible for the PhD Seminar of the European Association for Sport Management. She has been special issue Guest Editor for European Sport Management Quarterly and regularly serves as ad-hoc reviewer for leading international journals in the fields of sport marketing, sport management and service research