Nancy Lough

Professor of Sport Management
Co-director, UNLV Sports Research and Innovation Initiative
Director of Marketing, College of Education
President, Sport Marketing Association
Expertise: Sport Marketing and Sponsorship, Women and Leadership, Title IX & Gender Equity


Nancy Lough is a professor in UNLV’s College of Education, where she also coordinates the College Sport Leadership certificate program. Her areas of expertise include sport marketing and sponsorship, development of women leaders, gender equity, and in sport. She has served as a consultant for Title IX issues in Nevada, Colorado, and New Mexico.

Recently, Lough served as editor of Sport Marketing Quarterly and the Journal of Contemporary Athletics, as well as the director of the Center for Sport Education Leadership at UNLV. She was the first female president of the Sport Marketing Association from 2013-15. As the Coalition on Intercollegiate Athletics (COIA) representative for UNLV, Dr. Lough serves as a voice for NCAA Division I faculty senates on issues in college sport. Additionally, Lough is an executive board member of the UNLV Women of Excellence, which works to raise funds for women’s sport; member of the Women’s Council, Dean’s Advisory Council; an advisory board member for the Penn State Center for Sports Business & Research, and UNLV PGA Management program, and University of Colorado Business of Sport certificate program. In addition she has conducted leadership training for a variety of organizations. He scholarly work has earned distinction meriting selection as a Sport Marketing Association Research Fellow.

She has been quoted extensively in media via outlets such as the Los Angeles Times, Wall Street Journal, Canada’s Globe & Mail, and the Sports Business Journal.

Nancy Lough In The News

Sports Business Journal
As we annually detail for Sports Business Journal readers, one of us recently attended the Sport Marketing Association conference, this time held in Charlotte in late October. We even presented some of our own research on name, image and likeness, which we’ll save for another day. Instead, we’d like to focus on our collective learning from others.
Gambling News
Gaming Society and International Gaming Institute (IGI) at the University of Nevada Las Vegas (UNLV) have partnered to research women’s sports and females engaging in sports betting
SBC Americas
Gaming Society has partnered with the International Gaming Institute (IGI), a nonprofit academic center at the University of Nevada Las Vegas, to support betting’s relationship with women’s sports and provide betting education.
Sports Business Journal
Gaming Society has partnered with UNLV’s International Gaming Institute to study women sports bettors as well as female sports fans' opinions on wagering on sports. The research, believed to be the first such study on women and gambling, is aimed at helping the gaming industry to become more inclusive. As part of the initiative, Gaming Society and IGI will be conducting and analyzing data from sport betting, technology and media companies, although the companies participating have not been announced. Gaming Society and IGI are expected to publish the findings of the research later this year.

Articles Featuring Nancy Lough

Dancers with the UNLV Ewalu Club
Campus News | October 4, 2022

A collection of news stories highlighting research wins, expert insights, and academic achievement.

Remember sculptor Claes Oldenburg who created UNLV's iconic Flashlight sculpture this month.
Campus News | August 3, 2022

A collection of news stories highlighting university experts’ insights on and contributions to health, environment, and society.

Lake Mead
Campus News | July 11, 2022

A collection of news stories highlighting UNLV experts who made headlines locally, nationally, and around the world.