I’m Dr Sarah Wymer (PhD, FHEA), a Senior Lecturer in Sport Leadership & Management at Auckland University of Technology, specialising in fan engagement, emotional equity, digital media strategy, and sport partnerships.

My work blends research and real-world application from analysing how digital storytelling builds long-term fan loyalty, to exploring how partnerships can create deeper community impact. I collaborate with clubs, leagues, and governing bodies on projects where strategic thinking and creative execution intersect, ensuring outcomes are both commercially and culturally resonant.

After 11 years on the Gold Coast, I’m back home in Aotearoa, bringing with me over two decades of sport industry and academic experience across New Zealand, Australia, and the United States. Whether in the classroom, at a club strategy session, or behind the scenes on a digital campaign, my focus is on building sport experiences that connect deeply, engage widely, and last beyond results.