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Principal Academic in Sport, Bournemouth University

Dr Daniel Lock is a Principal Academic at Bournemouth University in the Department of Sport and Physical Activity. He spent 12 years living in Australia, during which time he completed his Ph.D at the University of Technology, Sydney. Following his Ph.D, he undertook a Senior Lectureship at Griffith University in Brisbane until 2015. His primary research interests focus on social perception and identity dynamics as they apply to sport consumption and participation. Specifically, his research addresses (1) the influence of social identity processes on consumer and participant behaviour, and (2) social perceptions of organisational legitimacy. He has previously completed research projects with the Australian Football League, Football Federation Australia, The National Rugby League, and The Australian Sports Commission.

Daniel’s research has featured in a variety of sport and marketing-based journals including, for example, the Journal of Sport Management, European Sport Management Quarterly, Sport Management Review. He also sits on the Editorial Boards of Sport Management Review, European Sport Management Quarterly, and Sport and Entertainment Review.


  • 2016–present
    Principal Academic, Bournemouth University