David K. Stotlar, Ed.D.

David K. Stotlar, Ed.D.Education

  • 1980 Ed. D., University of Utah
  • 1976 M. Ed., Slippery Rock State
  • 1974 B.S., Eastern Illinois University

Professional Experience

  • 2007 - present University of Northern Colorado, Director, School of Sport & Exercise Science
  • 1990 - 2006 University of Northern Colorado, Professor, School of Sport & Exercise Science
  • 1988 - 1990 University of Northern Colorado, Associate Professor, School of Sport & Exercise Science
  • 1987 - 1988 U. S. Sports Academy, Assistant to the Vice President for Academic Affairs
  • 1981 - 1986 Iowa State University, Associate Professor

Research Areas

  • Sport Marketing & Sponsorship
  • Olympic Sports
  • Sport Management

Selected Publication

Chen, Hsin-Chung & Stotlar, D.K. (2012, April). An Examination of the Motivation and Satisfaction of College Students Enrolled in Physical Education Courses. Sport Science Review, Vol. 21 No. 1-2, 43-63.

Kang. K. J., & Stotlar, D.K. (2011). An Investigation of Factors Influencing Decision Making for Participation in The Olympic Partners Sponsorship: A Case Study of Samsung. International Journal of Applied Sports Sciences. Vol. 23, No. 1, 225-250.

Ferrand, A., & Stotlar, D.K. (2010). New perspectives in Event marketing. International Journal of Sport Marketing & Management, Vol. 7, 3/4, 145-155.

Zhang, J.J., Mathews, T.D. Holland, S. & Stotlar, D.K. (2009), Hierarchical relationships among Entertainment options, interests in professional sports, and professional sport consumption. International Journal of Asian Society for Physical Education, Sport and Dance 7, 1, 69-84.

Chen, C.Y., Stotlar, D.K. & Lin Y. H. (2009) Prediction of Ticket Purchase Behavior of Single-Game Ticket Buyers for a Professional Sport Team Using Data Mining. International Journal of Sport Management and Sponsorship , 6, 1, 68-86.

Drayer, J., Stotlar, D. & Irwin, R. (2008). Tradition vs. Trend: A Case Study of Team Response to the Secondary Ticket Market Sport Marketing Quarterly 17, 4, 237-242.

Giannoulakis, C., Stotlar, D.K., Chatziefstathiou, D. (2008). Olympic Sponsorship: Evolution, challenges and impact on the Olympic movement. International Journal of Sport Management and Sponsorship, 9 (4), 256-270.

Choi, J.A., Stotlar, D.K. & Park, S. R. (2006). Visual ethnography of on- site sport sponsorship activation: LG action sports championship.  Sport Marketing Quarterly, Vol. 15, 2.

Stotlar, D. K., Wonders, A. & Babkes, M. (2006).  Developing elite athletes: A content analysis of US national governing body systems. International Journal of Applied Sport Sciences , 18, 2.

Chen, C.Y. & Lin, Y. H. & Stotlar, D. K., (2006) Marketing information systems in fitness centers.  International Journal of Eastern Sports & Physical Education , 4, 1.

Park, S. R. & Stotlar, D.K. (2006). A cross-cultural study of action sports participatory fandom between Korean college students and their American counterparts.  ICHPER-SD Journal of Research, Vol. 1, 1.

Wells, D.; Stotlar, D.; Mundfrom, D. (2005). Factors affecting annual fund raising at NCAA division I-A institutions.  International Journal of Educational Advancement, Vol. 6, 1.

Tomasini, N., Frye, C., & Stotlar, D.K. (2004). NCAA corporate sponsor objectives: Are there differences between divisions I-A, I-AA, and I-AAA? Sport Marketing Quarterly. Vol. 13, 4.

Stotlar, David K. “Sponsorship Evaluation: Moving from Theory to Practice”. Sport Marketing Quarterly. Vol. 13, 1, March 2004.

Stotlar, David K. “Sport Sponsorship: Lessons from the Sydney Olympic Games.” International Journal of Applied Sport Sciences. Vol. 14, 2, 2002.

Stotlar, David K. "A Decade of Evolution: The Sport Industry," Sport Marketing Quarterly. Vol. 11, 1, 2002.

Combs, Greg and Stotlar, David K. "The Atlanta Paralympic Organizing Committee: Resource Acquisition Strategies," European Journal of Sport Management. 2001, Vol. 8 Special Edition.

Daughtry, Clay L. and Stotlar, David K. "Donations: Are they Affected by a Football Championship," Sport Marketing Quarterly. Vol. 9, December 2000.

Stotlar, David K. “Sponsorship in North America: A Survey of Sport Executives. Journal of Sport Marketing and Sponsorship. Vol. 1, 1, January, 1999.

Stotlar, David K., Veltri, Frank R. , Viswanathan, R. "Recognition of Athlete-endorsed Sport Products," Sport Marketing Quarterly. Vol. 7, 1, 1998.

Stotlar, David K. "Marketing in the Sport Industry," Sport Science Studies. International Council of Sport Science and Physical Education, January 1998.

Ishikawa, Senji, Stotlar, David K.and Walker, Marcia L. Olympic Games Marketing in Japan. Sport Marketing Quarterly. Vol. 5, 4, Dec. 1996.

DeSchriver, Timothy D. and Stotlar, David K. An Economic Analysis of of Cartel Behavior within the NCAA. Journal of Sport Management, Vol. 10 4, October, 1996.

Selected Textbooks

Pitts, Brenda G., and Stotlar, David K. (2007). Fundamentals of Sport Marketing, 3rd  Ed. Morgantown, WV: Fitness Information Technology, Inc.

Stotlar, David K. (2005), Developing Successful Sport Marketing Plans. 2nd Ed. Morgantown, WV: Fitness Information Technology, Inc.

Stotlar, David K., (2005). Developing Successful Sport Sponsorship. Plans. 2nd Ed. Morgantown, WV: Fitness Information Technology, Inc.


Dr. David K. Stotlar has a Doctor of Education degree from the University of Utah and serves as the Director of the School of Kinesiology & Physical Education at the University of Northern Colorado. He teaches on the faculty in the areas of sport management and sport marketing. He has had more than 70 articles published in professional journals and has written more than 40 textbooks and book chapters in sport, fitness, and physical education.

During his long career Dr. Stotlar has given over 200 presentations and workshops at national and international professional conferences. On several occasions, he has served as a consultant in sport management to various sport professionals; and in the area of sport marketing and sponsorship, to multinational corporations and international sport managers. David was selected by the USOC as a delegate to the International Olympic Academy in Greece and the World University Games Forum in Italy and served as a venue media center supervisor for the 2002 Olympic Games. 

He has conducted international seminars in sport management and marketing for the Hong Kong Olympic Committee, the National Sports Council of Malaysia, Mauritius National Sports Council, the National Sports Council of Zimbabwe, the Singapore Sports Council, the Chinese Taipei University Sport Federation, the Bahrain Sport Institute, the government of Saudi Arabia, the South African National Sports Congress and the Association of Sport Sciences in South Africa. Dr. Stotlar’s contribution to the profession includes an appointment as Coordinator of the Sport Management Program Review Council (NASPE/NASSM) from 1999-2001. 

He previously served as Chair of the Council on Facilities and Equipment of the American Alliance for Health, Physical Education, Recreation and Dance and as a Board Member and later as President of the North American Society for Sport Management.  Dr. Stotlar was a member of the initial group of professionals inducted as NASSM Research Fellows. He is also a founding member of the Sport Marketing Association.