FindAPhD Weekly PhD Newsletter | JOIN NOW FindAPhD Weekly PhD Newsletter | JOIN NOW

Do UK universities make money from athletics? Extending the brand of ‘Loughborough Sport’ to the retail marketplace for licensed merchandise

   School of Sport, Exercise and Health Sciences

This project is no longer listed on and may not be available.

Click here to search for PhD studentship opportunities
  Dr Do Young Pyun, Dr S Yilmaz  Applications accepted all year round  Self-Funded PhD Students Only

About the Project

Loughborough University is a top-ten rated university in England for research intensity (REF, 2014) and an outstanding 66% of the work of Loughborough’s academic staff who were eligible to be submitted to the REF was judged as ‘world-leading’ or ‘internationally excellent’, compared to a national average figure of 43%.

In choosing Loughborough for your research, you’ll work alongside academics who are leaders in their field. You will benefit from comprehensive support and guidance from our Doctoral College, including tailored careers advice, to help you succeed in your research and future career. Find out more.


Full-time: 3 years

Part-time: 6 years:

Start dates: April 2022, July 2022, October 2022

A brand extension is a lucrative marketing strategy to launch a new product in a new product category, particularly when a company has strong brand equity. A company can improve the acceptance of a new product to a new market by taking advantage of brand familiarity.

Applying the concept of brand extension to university sport licensed merchandise, the purpose of this research is to examine its effectiveness in inducing potential customers’ affective (i.e., team identification, perceived value, loyalty, etc.) and behavioral outcomes (purchase behaviour, support, WoM etc.). This study will provide valuable information to Loughborough Sport Development Centre (SDC) with a hope to develop effective licensed programmes as well as to foster a strong emotional attachment between customers and SDC, utilise that attachment to build trust and endure brand loyalty, and eventually promote their consumption behaviours in a positive way.

Loughborough University is in a very good position to capitalise on brand extensions in this area as ‘Loughborough Sport’ is a brand in its own right and with a strong brand equity and worldwide reputation, which can be transferred to new products. Different from old days, the University should extend the brand of ‘Loughborough Sport’ to various types of products such as clothing and fashion, home and office, toys and games, equipment, souvenirs, stationery, etc.

However, this has been yet a popular practice among UK universities, although there are many advantages unlike other professional sports such as no limits on the geographical coverage and no off-season periods. This new revenue generated from the sale of licensed university products would enable the University to support various initiatives on campus and in the community.


Primary supervisor: Do Young Pyun

Secondary supervisor: Dr Serhat Yilmaz


Our entry requirements are listed using standard UK undergraduate degree classifications i.e. first-class honours, upper second-class honours and lower second-class honours.

Entry requirements for United Kingdom

Applicants should have, or expect to achieve, at least a 2:1 Honours degree (or equivalent) in Sports and Health Sciences, Social Sciences or a related subject. A relevant Master’s degree and/or experience in one or more of the above disciplines and knowledge and experience of quantitative research will be an advantage.

English language requirements

Applicants must meet the minimum English language requirements. Further details are available on the International website.

Find out more about research degree funding


All applications should be made online. Under programme name, select 'Sport, Exercise and Health Sciences'. Please quote the advertised reference number SSEHS/DYP in your application. To avoid delays in processing your application please ensure that you submit the minimum supporting documents.

Apply now

Funding Notes

UK FEE: £4,500 - Full-time degree per annum
INTERNATIONAL FEE: £24,100 - Full-time degree per annum
Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, IT equipment and other support services. University fees and charges can be paid in advance and there are several methods of payment, including online payments and payment by instalment. Fees are reviewed annually and are likely to increase to take into account inflationary pressures.
Search Suggestions
Search suggestions

Based on your current searches we recommend the following search filters.

PhD saved successfully
View saved PhDs