College of Health staff

Dr Sarah Gee staff profile picture

Contact details +64 (06) 356 9099  ext. 83825

Dr Sarah Gee

Associate Head of School

School of Sport, Exercise and Nutrition

Professional

Contact details

  • Location: 2.14, PTC Building
    Campus: Turitea

Research Expertise

Research Interests

My current research interests include the role of alcohol as part of the entertainment experience of major sports events and the complex and sophisticated links between alcohol promotion, sports sponsorship, gendered identities and drinking cultures. I have also done work related to gender issues in sport, in particular the representation of masculinity in sport-related media and the role of cultural intermediaries (advertising producers) in creating particular sport-related ads that use themes of masculinity.

Thematics

Health and Well-being

Area of Expertise

Field of research codes
Social Change (160805): Sociology (160800): Studies In Human Society (160000)

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 0 3

Research Outputs

Journal

Sam, MP., Andrew, JC., & Gee, S. (2017). The modernisation of umpire development: Netball New Zealand’s reforms and impacts. European Sport Management Quarterly. , 1-24
[Journal article]Authored by: Gee, S.
Gee, S., Sam, MP., & Jackson, SJ. (2017). Content analyses of alcohol-related images during television broadcasts of major sports events in New Zealand. International Journal of Sports Marketing and Sponsorship. 18(3), 230-245
[Journal article]Authored by: Gee, S.
Thompson, A., Martin, A., Gee, S., & Geurin, A. (2017). Managing social media marketing to develop event brand relationships: Perceived benefits, strategies and challenges. International Journal of Sport Management. 18, 488-513 Retrieved from http://americanpresspublishers.com/IJSMContents2017.html
[Journal article]Authored by: Gee, S., Martin, A., Thompson, A.
Thompson, AJ., Martin, AJ., Gee, S., & Geurin, AN. (2017). Fans’ Perceptions of Professional Tennis Events’ Social Media Presence: Interaction, Insight, and Brand Anthropomorphism. Communication and Sport. 5(5), 579-603
[Journal article]Authored by: Gee, S., Martin, A., Thompson, A.
Geurin, AN., & Gee, S. (2014). Alcohol, sponsorship, and new media activation: An investigation of Molson Canadian and the 2014 Olympic Games. International Journal of Sport Management and Marketing. 15(5-6), 322-339
[Journal article]Authored by: Gee, S.
Gee, S. (2015). Sexual ornament or spiritual trainer? Envisioning and marketing to a female audience through the NHL’s inside the warrior advertising campaign. Communication & Sport. 3(2), 142-167 Retrieved from http://com.sagepub.com/content/3/2/142.full.pdf?ijkey=HiIavKiUwAVdakz&keytype=finite
[Journal article]Authored by: Gee, S.
Gee, S., Jackson, SJ., & Sam, M. (2014). Carnivalesque culture and alcohol promotion and consumption at an annual international sports event in New Zealand. International Review for the Sociology of Sport. 51(3), 265-283
[Journal article]Authored by: Gee, S.
Thompson, A., Martin, AJ., Gee, S., & Eagleman, A. (2014). Examining the development of a social media strategy for a national sport organization: A case study of Tennis New Zealand.. Journal of Applied Sport Management. 6(2), 42-69
[Journal article]Authored by: Gee, S.
Gee, S. (2014). Sport and alcohol consumption as a neoteric moral panic in New Zealand: Context, voices and control. Journal of Policy Research in Tourism, Leisure and Events. 6(2), 153-171
[Journal article]Authored by: Gee, S.
Gee, S. (2014). Bending the codes of masculinity: David Beckham and flexible masculinity in the new millennium. Sport in Society. 17(7), 917-936
[Journal article]Authored by: Gee, S.
Gee, S. (2013). The culture of alcohol sponsorship during the 2011 Rugby World Cup: An (auto)ethnographic and (con)textual analysis. Sport in Society. 16(7), 912-930
[Journal article]Authored by: Gee, S.
Gee, S., & Jackson, SJ. (2012). Leisure corporations, beer brand culture, and the crisis of masculinity: The Speight's 'Southern Man' advertising campaign. Leisure Studies. 31(1), 83-102
[Journal article]Authored by: Gee, S.
Gee, S. (2011). Sport Public Relations and Communication, 1st edition. SPORT MANAGEMENT REVIEW. 14(4), 462-463
[Journal article]Authored by: Gee, S.
Gee, S. (2010). Interview with Tim Tennant, CEO, Conductor Marketing. International Journal of Sport Communication. 3(3), 275-280
[Journal article]Authored by: Gee, S.
Crossman, J., Vincent, J., & Gee, S. (2010). Is Dorothy treated farily by the press in the land of Oz? Three Australian newspapers' gendered coverage of the 2005 Australian open tennis championships. International Journal of Sports Management and Marketing. 8(3-4), 223-243
[Journal article]Authored by: Gee, S.
Gee, S., & Jackson, S. (2010). The Southern Man city as cultural place and Speight's space: Locating the masculinity-sport-beer "holy trinity" in New Zealand. Sport in Society. 13(10), 1516-1531
[Journal article]Authored by: Gee, S.
Gee, S. (2009). Mediating sport, myth, and masculinity: The National Hockey League's "Inside the Warrior" advertising campaign. Sociology of Sport Journal. 26(4), 578-598
[Journal article]Authored by: Gee, S.

Book

Gee, S. (2014). The culture of alcohol sponsorship during the 2011 Rugby World Cup: an (auto)ethnographic and (con)textual analysis. In The Other Sport Mega-Event: Rugby World Cup 2011. (pp. 66 - 84). : Routledge
[Chapter]Authored by: Gee, S.
Jackson, SJ., Sam, M., Gee, S., Scherer, J., & Beissel, A. (2012). Megaeventos deportivos entre lo global y local. Lecciones de la Copa del Mundo de Rugby de 2011. In RLG. ed (Ed.) Megaeventos deportivos. Perspectivas científicas y estudios de caso. (pp. 209 - 225). Barcelona, Spain: Editorial UOC
[Chapter]Authored by: Gee, S.
Gee, S., & Jackson, SJ. (2011). The Southern Man city as cultural place and Speight’s space: Locating the masculinity-sport-beer “holy trinity” in New Zealand. In M. Sam, & J. Hughson (Eds.) Sport in the city: Cultural connections. (pp. 100 - 115). : Routledge
[Chapter]Authored by: Gee, S.
Jackson, SJ., Gee, S., & Scherer, J. (2009). Producing and consuming masculinity: New Zealand's (Speight's) "Southern Man". In LA. Wenner, & SJ. Jackson (Eds.) Sport, Beer, and Gender: Promotiona; Culture and Comtemporary Social Life. (pp. 181 - 202). New York, NY, United States: Peter Lang Pub Inc
[Chapter]Authored by: Gee, S.

Report

Tilley, EN., Page, W., Balasubramanian, R., O'Meara, R., Gee, S., Hazou, R., . . . Soma, J. (2014). It's my life: Evaluation report. School of English & Media Studies, Massey University.
[Commissioned Report]Authored by: Balasubramanian, R., Brown, A., Galloway, C., Gee, S., Hazou, R., Jones, L., Page, W., Sligo, F., Tilley, E., Waterworth, C.Edited by: Tilley, E.
Gee, S., Jackson, SJ., & Sam, M. (2013). The culture of alcohol promotion and consumption at major sports events in New Zealand. Health Promotion Agency.
[Commissioned Report]Authored by: Gee, S.

Conference

Batty, RJ., & Gee, S.(2017, June). Public health agenda influence on rugby union sponsorship. . (pp. 37 - 37).
[Conference]Authored by: Batty, R., Gee, S.
Thompson, A., Martin, AJ., Gee, S., & Geurin, AN. (2015, September). You forget they’re actually a brand: Fans perceptions of events social media usage. Presented at 23rd European Association of Sport Management (EASM) Conference. Dublin, Ireland.
[Conference Oral Presentation]Authored by: Gee, S., Martin, A., Thompson, A.
Thompson, A., Martin, A., Gee, S., & Geurin-Eagleman, A. (2014, November). Building brands and relationships through social media: A case study of the US Open. Presented at Sport Management Association of Australia & New Zealand (SMAANZ). Melbourne, Australia.
[Conference Oral Presentation]Authored by: Gee, S., Martin, A., Thompson, A.
Thompson, A., Martin, A., Gee, S., & Geurin-Eagleman, A. (2014, November). Building a brand and fan relationships through social media: A case of the US Open. Presented at Sport Management Association of Australia & New Zealand (SMAANZ). Melbourne, VIC, Australia.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S., Sam, M., & Jackson, S. (2014, November). Monkey see, monkey do? Social cognitive theory and alcohol-related images during SKY Sport broadcasts of major sports events in New Zealand. Presented at Sport Management Association of Australia & New Zealand (SMAANZ). Melbourne, VIC, Australia.
[Conference Oral Presentation]Authored by: Gee, S.
Tucker, N., Gee, S., & Geurin-Eagleman, A. (2014, November). Olympic sport recognition, women's rugby sevens, and elite sport policy at the global-local nexus. Presented at Sport Management Association of Australia & New Zealand (SMAANZ). Melbourne, VIC, Australia.
[Conference Oral Presentation]Authored by: Gee, S.
Thompson, A., Martin, AJ., Gee, S., & Eagleman, A. (2014, May). A Qualitative Examination of Social Media Use by the four Grand Slam Tennis Events. Presented at North American Society for Sport Management (NASSM). Pittsburgh, PA, USA.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S., & Eagleman, A. (2014, June). “Good luck trying to reach anyone in Canada today”: Molson Canadian, Hockey and Sponsorship Activation through Social Media.. Presented at Putting it on Ice IV Hockey Conference. London, ON, Canada.
[Conference Oral Presentation]Authored by: Gee, S.
Thompson, A., Martin, AJ., Gee, S., & Eagleman, A. (2013, November). Social Media as a Site for Brand Building and Developing Fan Relationships: A Case of the Australian Open. Presented at Sport Management Association of Australia & New Zealand (SMAANZ). Dunedin, New Zealand.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S., Jackson, SJ., & Sam, M. (2013, June). Sport, Alcohol and Promotional Culture: Brand ‘Sign’ Wars at the 2011 Rugby World Cup. Presented at International Sociology of Sport Association (ISSA). Vancouver, BC, Canada.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S., Sam, M., & Jackson, SJ. (2012). Perceptions of alcohol promotion and consumption at the 2012 Hertz Wellington Sevens. Poster session presented at the meeting of Sport in Small Nations Symposium. Dunedin, New Zealand
[Conference Poster]Authored by: Gee, S.
Thompson, A., Martin, A., & Gee, S. (2012, November). Developing a social media strategy for a national sport organisation. Presented at Sport Management Association of Australia & New Zealand (SMAANZ). Sydney, NSW, Australia.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S., Sam, M., & Jackson, SJ. (2012, July). "Drinking alcohol at this event is 'just what you do'": Perceptions of alcohol at an international sports event in New Zealand. Presented at International Sociology of Sport Association (ISSA). Glasgow, UK.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S. (2012, July). Female hockey supporters: A contested ideological terrain for advertising and marketing practitioners. Presented at Putting it on Ice III Hockey Conference. Halifax, NS, Canada.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S., Sam, M., & Jackson, SJ. (2011, February). Frequency and nature of alcohol promotion in the televised 2010 NZI Wellington rugby sevens tournament. Presented at 2nd Sport and Alcohol Conference. Auckland, New Zealand.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S., & Jackson, SJ. (2010, November). Placing masculinity: Speight's beer and New Zealand's southern man city. Presented at North American Society for the Sociology of Sport (NASSS) 31st Annual Conference. San Diego, CA, United States.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S. (2008, July). Hypermasculine ad-versity? Exploring the production elements of the National Hockey League's "Inside the Warrior" advertising campaign. Presented at 5th International Sociology of Sport Association (ISSA) Conference. Kyoto, Japan.
[Conference Oral Presentation]Authored by: Gee, S.
Gee, S. (2006, November). Ice warriors: The National Hockey League's 2005-2006 "Inside the Warrior" advertising campaign. Presented at North American Society for the Sociology of Sport (NASSS). Vancouver, BC, Canada.
[Conference Oral Presentation]Authored by: Gee, S.

Other

Gee, S.Study finds TV fosters sevens booze culture.
[Other]Authored by: Gee, S.
Gee, S.Charting alcohol exposure at the rugby sevens. (pp. 32 - 33).
[Other]Authored by: Gee, S.
Gee, S.Sevens tournament shows alcohol's 'fervent' presence in sport.
[Other]Authored by: Gee, S.

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
CoSupervisor 0 1

Completed Doctoral Supervision

CoSupervisor of:

  • 2016 - Ashleigh-Jane Thompson - PhD
    Building brands and fan relationships through social media: The case of the Grand Slam tennis events

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