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Alexander Traugutt

Assistant Professor / Chair, Department of Business Administration
Office: AB 216


  • University of Northern Colorado
    • Ph.D. Sport & Exercise Science: Sport Administration
    • Doctoral Minor: Applied Statistics & Research Methods
  • Virginia Commonwealth University
    • M.Ed. Sport Leadership
  • Kenyon College
    • B.A. History

Courses Taught

  • SPT 205 – Sport Accounting & Finance
  • SPT 270 – Sales & Fundraising in Sport
  • SPT 370 – Sports Analytics
  • ABA 410 – Spreadsheet Analytics
  • ABA 500 – Analytic Decision Making: Risk & Uncertainty

Scholarly Interests

Economics of Sports Wagering Markets

The growth and popularity of sports betting has created a unique line of research. Unlike traditional stock markets, sports wagering markets are better suited for tests of human behavior and rationality. The primary advantage of wagering markets is that each bet placed has a defined end at which point its value is realized. The absence of this property is one of the factors that makes it difficult to conduct tests of behavior in the stock market. Given these unique properties, there has been an increase in academic attention placed on these markets. This attention has coincided with the growth in the size and liquidity of the various sports betting markets, creating new opportunities for empirical research. Much of the previous literature has been grounded in tests of efficiency, under the central theme of the efficient market hypothesis. Within this framework, efficiency indicates that prices are reflexive of publicly available information which limits the potential for profitable betting opportunities. Previous research has largely confirmed this notion of efficiency, creating new avenues for research with a grounded theoretical foundation. Behavioral economic theories and econometric models have been extensively applied and tested in traditional financial markets to gain a better understanding of human behavior. Given their parallel nature, there is a clear opportunity to apply many of these constructs to sports wagering markets. In particular, an assessment of the role that cognitive biases, or heuristics, have on the human decision-making process would offer unique insights into what drives certain behaviors under specific market conditions. Given the human propensity to make systemic and predictable errors, such findings would provide a framework for understanding how individuals make financial choices. These results could then be compared to how consumers act within other markets, to gain a greater understanding of human behavior and ultimately improve decision making in situations of risk and uncertainty.

Sport Consumer Behavior

The contemporary sports marketplace is volatile and similar to other business sectors, the industry is driven by individual consumers. For the modern-day sports organization, creating and maintaining large, committed audiences is fundamental for sustainability. However, the contemporary sports fan has evolved into a demanding and unpredictable consumer, forcing organizations to constantly reevaluate their methods for influencing consumption. In addition, technological advances and high-quality media offerings have added to the ultra-competitive marketplace wherein sports fans have a litany of outlets in which to spend their limited amount of time, money, and attention. This paradox has created a significant marketing challenge for the sports industry. In particular, developing fan connections and achieving consistent attendance numbers, even at a fundamental level, have become difficult endeavors. Therefore, for the current sport manager, understanding sport consumer behavior is imperative to ensure that the product or service being offered is meeting the specific needs of the market. The benefits of understanding what drives consumer behavior are significant as they will aid sport practitioners in the development of more effective campaigns while reducing the risk of failure.


Traugutt, A., Morse, A. L., Rascher, D. A., & Fowler, B. (2020). Coaching salary disparity and team performance: Evidence from the Football Bowl Subdivision. Journal of Applied Business and Economics, 22(2).

Traugutt, A., Sellars, N., & Morse, A. L. (2018). Salary disparities between male and female head coaches: An investigation of the NCAA power five conferences. The Journal of Sport, 6(1), Article 4.

Traugutt, A., Augustin, J. D., & Hazzaa, R. (2018). Perceptions of athletic identity – A case study of a niche sport. The Qualitative Report, 23(4), 875-888.

Augustin, J. D., Traugutt, A., & Morse, A. L. (2018). The effects of beer sales on attendance at collegiate football games. The Journal of Sport, 6(1), Article 2.

Conference Presentations

Traugutt, A. (2019). Probabilistic forecasting: The National Hockey League totals market. Poster Presentation – North American Society for Sport Management, New Orleans, LA.

Traugutt, A., Augustin, J. D., & Sung, Y. T. (2018). Efficient market hypothesis and the National Hockey League totals market. Oral Presentation – Applied Sport Management Association Conference, Waco, TX.

Augustin, J. D., & Traugutt, A. (2018). Identity and returns to ownership: Evidence from the thoroughbred market. Poster Presentation – Applied Sport Management Association Conference, Waco, TX.

Traugutt, A., Greenhalgh, G. P, & Havard, C. T. (2017). Rivalry perceptions and their impact on attendance and viewership: Evidence from the National Hockey League. Oral Presentation – Sport Marketing Association, Boston, MA.

Morse, A., & Traugutt, A. (2017). Virtual Reality: From the sport marketing classroom to the sport marketing industry. Interactive Presentation – Sport Marketing Association, Boston, MA.

Professional Memberships

  • North American Society of Sport Management (NASSM)
  • Commission on Sport Management Accreditation (COSMA)
  • Missouri Valley Economic Association (MVEA)
  • Delta Mu Delta – Epsilon Lambda Chapter
  • Alpha Lambda Delta Honor Society
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