School of Business

Sport Management professors answer the question "How do you sell mud?" in the Bangor Daily News

How do you sell mud?

Dr. Heidi Parker, assistant professor of sport management, and Dr. Joanne Williams, associate professor of sport marketing, talk creativity, social media, shoestring budgets- and, of course, mud- in today's Bangor Daily News.

"In 2009, Harvard Business School student Will Dean thought that he could attract 500 people to enter a challenging race which included mud pits and man-made obstacles. Dean submitted his proposal to the annual Business Plan Contest and made it to the semifinal round. Why didn’t he win? Harvard business professors judged the plan too optimistic and did not believe a market existed for this type of event.

Undaunted and determined to succeed, Dean brought in a business partner, Guy Livingstone, to help him move forward with his plan..."

Read "Using social media, entrepreneurship and creativity to sell mud"

Visit the USM Sport Management Website


Heidi ParkerDr. Heidi M. Parker is an assistant professor of sport management in the University of Southern Maine’s School of Business. She is a member of the North American Society for Sport Management and previously served as the vice president of inclusion and social justice for the National Association for Girls and Women in Sport. She has presented and published numerous research articles on the broad topic of sport consumer behavior.



Jo WilliamsDr. Joanne Williams is an associate professor of sport marketing in the University of Southern Maine’s School of Business. She is a member of the Sport Marketing Association and has spent numerous years working in the sport industry, including as tournament director of the McCalls LPGA Classic in Vermont.