Great Plains Lecture: Us, Them, and We: Sport Rivalry in the Cornhusker State and Beyond

Mar 6 2019 -
3:30pm to 5:00pm

Please note: Coronavirus shutdowns may impact availability of events--please ensure the venue is open before making plans. Times listed are local times (CT or MT) depending on the location of the event.
About this event
What do you think about your favorite sport's rivalries? Cody Havard, Associate Professor of Sports and Leisure Commerce at the University of Memphis, will discuss rivalry in sport, including implications drawn from the Cornhusker State and beyond such as conference realignment and responsible promotion of rivalries. His talk is titled "Us, Them, and We: Sport Rivalry in the Cornhusker State and Beyond." The talk will feature what fans, organizations, and researchers can do to better understand rivalry and address fan behavior. Havard will also discuss the comic strip he created to talk to fans about behavior and respectful rivalries, "Adventures with Sport Rivalry Man." "Great Plains Research" recently published Havard's work investigating University of Nebraska student views of the Iowa Hawkeyes and Wisconsin Badgers and how knowledge of this group mindset may benefit marketing directors, strategic planners, stadium personnel, and public safety officials. Havard's primary line of research addresses rivalry in sport. Dr. Havard developed the Sport Rivalry Fan Perception Scale (SRFPS) to measure the perceptions fans have toward their favorite team's rival and Glory Out of Reflected Failure (GORFing) to describe the joy fans experience when someone other than their favorite team defeats their rival. He was named the 2015 Emerging Scholar in Sports Marketing from the Sport and Special Event Special Interest Group of the American Marketing Association. He has published work on rivalry in journals such as Sport Management Review, Sport Marketing Quarterly, the Journal of Sport Behavior, and the International Journal of Sport Management and Marketing. Havard has had work featured in popular culture books and newspapers, is internationally known for his work on the rivalry phenomenon, and runs This talk is part of the Paul A. Olson Great Plains seminars, an interdisciplinary lecture series from the Center for Great Plains Studies on various Great Plains topics. It is free and open to the public. Visit for more information.
Event Category: 
Center for Great Plains Studies
1155 Q St
Lincoln, NE 68588
United States
Phone: 402-472-6220