4 // Linden Moore

Ambassadorship in Women and Girls’ Sport: The Case of Women’s Basketball in New Zealand

Auckland University of Technology

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Linden Moore is a PhD candidate at the Auckland University of Technology in New Zealand whose research sits at the intersection of women’s sport and marketing. She’s currently working on a funded PhD research project that looks at the role of individuals in community sport as ambassadors and their role in marketing sport – basketball in particular – to participants at the grassroots level. Her research was inspired by a passion for storytelling and a motivation to help tell the stories of female athletes from around the world.

Linden’s background primarily sits in the marketing and communication fields. She’s gained experience in both of these fields through internship opportunities whilst pursuing her B.A. in Journalism and PR at the University of Oregon, and Masters in Sports Business at New York University. Her previous experience includes serving as a Brands and Properties Intern for the Wasserman Media Group in New York City, where she helped create and execute marketing ideas as a member of the AT&T account for work with partners such as the WNBA and American Film Institute Festival. Her experience also includes marketing and communications for the TrackTown USA organisation in Eugene, Oregon, and as a member of a team of marketing consultants for Devin Booker of the NBA’s Phoenix Suns. Outside of research she runs the @nz_nbl_girl brand, which is dedicated to promoting women’s basketball in New Zealand and around the world. Linden aims to bring a mix of knowledge about marketing, research and storytelling combined with a global perspective to projects that she tackles.

Linden and I spoke after the first full day of the 2022 Conference of the Sport Management Association of Australia and New Zealand – a.k.a., SMAANZ. While we first made contact on Twitter (and wouldn’t you know it, we discuss academic Twitter in this episode), we only met each other for the first time in person the previous day. We share an interest in women’s sport and the promotion thereof, so the conversation came easily. I hope you enjoy it.

This episode of The Knowledge Mill was recorded on December 1, 2022 on the campus of Swinburne University of Technology during the 28th Annual SMAANZ Conference.

Show Notes

Sport Management Association of Australia and New Zealand (SMAANZ)

Auckland University of Technology (AUT)

AUT Sports Performance Research Institute New Zealand (SPRINZ)

Dr Michael Naylor

Professor Daniel Kelly

Basketball New Zealand

Tall Ferns (New Zealand’s National Women’s Basketball Team)

Penina Davidson

Micaela Cocks

Meg Lanning

Ellyse Perry

Alyssa Healy

Sam Kerr

Maia Jones

National Basketball Association (NBA)

Women’s National Basketball Association (WNBA)

Major League Baseball

Shooting The Breeze Podcast

San Francisco Giants

Anneli Maley

Australian Opals (Australia’s National Women’s Basketball Team)

AUT Millenium Sport & Community Health & Fitness Centre

Dame Valerie Adams

LeBron James

Charles Barkley: “I am not a role model.”

Arielle Chambers

Dr Javeed Ali

Dr Sarah Wymer

Associate Professor Adam Karg

Associate Professor Kevin Filo

Australian and New Zealand Association for Leisure Studies (ANZALS)

The International Working Group (IWG) on Women & Sport

Sarah Wymer on X: “Super thoughtful of @lindenmoore22 to gift me a @BlackFerns pin from the Rugby World Cup in NZ.”

Professor Emma Sherry

Dr Mel Johnston

New Zealand Amateur Sport Association

North American Society for Sport Management (NASSM)

European Association for Sport Management (EASM)

Dr Kim Encel on Twitter

The High Performance Podcast


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The Knowledge Mill is a podcast about PhD researchers and their work. Each episode features a longform conversation with a PhD candidate, with a focus on how they found themselves doing a PhD and the research they’re undertaking.

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Season 2

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5 // Ashleigh Marshall

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4 // Linden Moore

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3 // Paul Bowell

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