David Pierce

Associate Professor

(317) 278-1645
(317) 278-2041
Tourism, Conventions, and Event Management (TCEM)
PE 251
IU School of Physical Education and Tourism Management - IUPUI
901 W. New York Street, Ste. 250
Indianapolis, IN


  • Ph.D., Indiana University
  • M.S., Indiana University
  • B.S., Indiana University


Dr. Pierce is the author of the ground-breaking textbook, Selling in the Sport Industry, which is the first textbook to train students for sales careers in the sport industry. Dr. Pierce pioneered the pedagogy behind student sales projects with his Pedagogical Innovations paper, “Integrating an experiential client-based ticket sales center into a sport sales course,” in Sport Management Education Journal in 2015. Dr. Pierce’s students have experienced success selling for the Indianapolis Indians over the past three years. His research is focused on sport sales and sport management education. Dr. Pierce has published 55 peer reviewed manuscripts, presented over 70 times at academic conferences, and secured 26 grants and contracts. Dr. Pierce arrived at IUPUI in 2013 after spending six years at Ball State University. During his time at Ball State Pierce served as the sport management program director for four years, associate chair for undergraduate programs in kinesiology for two years, and President's Fellow for immersive learning in the College of Applied Science and Technology for one year. Pierce served as the play-by-play radio voice of the Marian University football team for six years, and was on the call for the team’s NAIA national championship victory in 2012. Pierce received three degrees in sport management from Indiana University in Bloomington between 1999 and 2007. Pierce lives in Fishers, Indiana, with his two children and wife, Sara.

Courses Taught

  • TCEM-S 301 Selling in the Sport Industry
  • HPER-P 423 Financial Principles in Sport
  • HPER-P 432 Sport Marketing Consulting Project



Other Publications

  • Pierce, D., Johnson, J., Krohn, B. D., Judge, L. (2017). Who should we hire: Examining coaching succession in Division I women’s basketball. International Journal of Sport Science and Coaching, 12(2), TBD.
  • Pierce, D., & Johnson, J. (2017). Applying Holland’s vocational choice theory in sport management. Sport Management Education Journal, 1(11), TBD.
  • Pierce, D., & Irwin, R. (2016). Competency assessment for entry-level sport ticket sales professionals. Journal of Applied Sport Management, 8(2), 54-82.
  • Zaharia, N., Kaburakis, A., & Pierce, D. (2016). U.S. sport management programs in business schools: Trends and key issues. Sport Management Education Journal, 10, 13-28.
  • Pierce, D., & Petersen, J. (2015). Integrating an experiential client-based ticket sales center into a sport sales course. Sport Management Education Journal, 9, 66-72.
  • Pierce, D., Johnson, J., Felver, N., Wanless, E., & Judge, L. (2014). Influence of volunteer motivations on satisfaction for undergraduate sport management students. Global Sport Business Journal, 2(2), 63-72.
  • Pierce, D., Wanless, E., & Johnson, J. (2014). Assessing outcomes of a realistic major preview in an introductory sport management course. SCHOLE, 29(1), 60-74.
  • Pierce, D., Lee, D., & Petersen, J. (2014). Sport sales personnel perceptions of factors impacting job performance: A factor analysis of sport sales activities. International Journal of Sport Management, 15(1), 71-90.
  • Pierce, D., Petersen, J., Clavio, G., & Meadows, B. (2012). Content analysis of sport ticket sales job announcements. Sport, Business and Management: An International Journal, 2(2), 137-155.
  • Pierce, D., Petersen, J., & Meadows, B. (2011). Authentic assessment of experiential learning in sport sales. Sport Marketing Quarterly, 20(2), 75-83.
  • Pierce, D., & Petersen, J. (2010). Experiential learning in sport sales: Student perceptions of sport sales expectations, skills, and preparation. Sport Management Education Journal, 4(1), 49-59. 

Research Interests

  • Sport sales
  • Sport management education
  • Scholarship of teaching and learning

Current Projects

  • Sport Innovation Institute – lead researcher on fan experience studies for the Indianapolis Colts and NCAA.
  • Sport Management Education Journal Editorial Board Member
  • 2016 Sport Marketing Association conference organizing committee

Honors & Awards

  • 2016 Department of Tourism, Conventions, and Event Management Researcher of the Year
  • 2015 Department of Kinesiology Researcher of the Year
  • 2015 Indiana AHPERD Sport Management Educator of the Year
  • 2011 Indiana AHPERD Young Professional of the Year
  • 2012 Sport Marketing Association Professional Paper of the Year

Grants & Funding

  • 2014 North American Society for Sport Management Janet B. Parks Research Grant
  • 2013 Sport Marketing Association Research Grant Award


  • Pierce, D., & Gregg, E. (2017, February). Using CATME to evaluate team performance in project-based learning courses. Presented at the 2017 Commission on Sport Management Accreditation Conference. Tampa, FL.
  • Garrett, M., & Pierce, D. (2016, November). Factors influencing sport management graduates’ career trajectory in the sport business industry. Presented at the 2016 Sport Marketing Association Conference. Indianapolis, IN.
  • Pierce, D., & Johnson, J. (2016, February). Applying Holland’s theory of vocational choice to enhance career advising in sport management. Presented at the 2016 Commission on Sport Management Accreditation Conference. Tampa, FL.
  • Pierce, D., & Irwin, R. (2015, October). Delphi study on important trends in sport sales. Presented at the 2015 Sport Marketing Association Conference. Atlanta, GA.
  • Pierce, D., & Johnson, J. (2015, June). Developing the sport industry career path model as a career advising tool in sport management: An extension of Holland’s theory. Presented at the 2015 North American Society for Sport Management Conference. Ottawa, Canada.
  • Pierce, D., & Irwin, R. (2014, October). Sport sales competency assessment model. Presented at the 2014 Sport Marketing Association Conference. Philadelphia, PA.  
  • Pierce, D., Johnson, J., Krohn, B., & Judge, L. (2014, April). Who should we hire: Examining coaching succession in Division,  women’s basketball. Presented at the 2014 Scholarly Conference on College Sports, Columbia, SC.  
  • Pierce, D., Petersen, J., & Lee, D. (2014, April). Sales performance in professional sport organizations. Presented at the 2014 American Alliance for Health, Physical Education, Recreation, and Dance conference, St. Louis, MO.  
  • Pierce, D., Johnson, J., & Wanless, E. (2014, February). Effect of a field experience assignment in an introductory sport management course. Presented at the 2014 Global Sports Business Association, Nassau, Bahamas.  
  • Pierce, D., Petersen, J., Lawrence, H., & Johnson, J. (2013, October supplement). Selling the best suites in the house: Content analysis of premium sales position announcements. Sport Marketing Quarterly, 22, 40.  
  • Pierce, D., Petersen, J., & Lee, D. (2012, October supplement). Sport sales job activities and job performance: A factor analysis. Sport Marketing Quarterly, 21, A22.

Other Activities

Hilltop Sports volunteer at Northview Church—Carmel, IN