Graduate Student Directory

Brittani Sahm

Ph.D. Advertising

Office: 2034 Weimer Email: Twitter: @Britt_Sahm


Hometown: Pheonix, New York

Brittani Sahm is a third year doctoral student with research interests related to sports media consumers and the effects of fandom. Her research stems from her work experiences in sports information (college athletics) and her former competitive athletic years as a collegiate track and field athlete. Brittani’s undergraduate and master’s degrees are in sport management. Her thesis focused on brand associations for U.S. women’s professional sports leagues.

Brittani grew up as a die-hard Syracuse University fan in Upstate NY. She swears by NY pizza and wings and is not convinced she has an accent


Master of Science, Sport management – University of Florida
Bachelor of Science, Sport management – SUNY Cortland


Conference Presentations:

Sahm, B. (2017, June). Self-congruence in professional sports: Exploring congruity
between the personalities of sports fans and their favorite teams
. Paper presented at the 2017 North American Society for Sport Management (NASSM) conference, Denver, Colorado.

Sahm, B. (2017, March). Athlete as advocate: Examining the effectiveness of athletes involved in social advocacy behaviors. Paper presented at the 10th annual meeting of the IACS Summit on Communication and Sport, Phoenix, Arizona.

Chen, H., & Sahm, B. (2017, March). “Big data is not the answer to everything”:
Advertising practitioners’ perspectives on big data
. Paper presented at the 2017 AEJMC Southeast Colloquium (Top Faculty paper award, Open Division), Fort Worth, Texas; 2017 AEJMC Midwinter conference, Norman, Oklahoma.

Sahm, B., Waters, S., Bashir, A., & Chan-Olmsted, S. (2017, March). Social media and polarization: Examining the influence of social network services as new sources for millennials. Paper Presented at the 2017 AEJMC Midwinter conference, Norman, Oklahoma.

Waters, S., Bashir, A., Sahm, B., & Chan-Olmsted, S. (2016, October). The role device affection plays in the disclosure of personal information on Facebook. Paper presented at the Sixth annual Media and the Public Sphere International Conference, Athens, Georgia.

Sahm, B. (2016, June). Examining consumer-based league brand associations for
women’s sports leagues
. Paper presented at the 2016 North American Society for Sport Management (NASSM) conference, Orlando, Florida.


<br> Doctoral Advisor: Dr. Sylvia Chan-Olmstead, University of Florida
<br> Master’s Advisor: Dr. Michael Sagas – University of Florida (Tourism, Recreation, Sport Management)

Brittani’s research interests revolve around sports consumers’ media habits and how these are influenced by fandom. Her current projects examine topics related to perceptions toward athlete activism, personality congruence between teams and fans, and big data in advertising.


Brittani is also a teaching assistant for the Advertising Department, serving as an instructor for Advertising Research (Fall 2017) and Ethics and Problems in Mass Communications (previous).

ADV 3500 – Advertising Research: sole instructor, Fall 2017

MMC 3203 – Ethics and Problems in Mass Communications: sole instructor, online, Spring/Summer/Fall 2016, Spring/Summer 2017