Dr Clay Gransden

Liverpool Business School

Clay joined the Sport Business team in 2020 as a Senior Lecturer. He is an experienced Senior Lecturer specializing in branding and fandom. In addition to his academic expertise, he has over 10 years’ experience working in the Hospitality and Marketing sector. Clay is currently involved in several research and consultancy projects, providing guidance and expertise in hospitality marketing, fandom and social media at a local, regional and international level.


2016, Liverpool hope University, United Kingdom, PGCert in Learning and Teaching
2015, University of Liverpool, United Kingdom, PhD
2007, University of Liverpool, United Kingdom, BA (Hons) Marketing and Psycology

Academic appointments

Programme Manager - Sport Business, Liverpool John Moores, 2021 - present
Senior Lecturer - Sport Business, Liverpool John Moores, 2020 - 2020
Senior Lecturer - Marketing, Liverpool Hope University, 2019 - 2020
Lecturer -Marketing, Liverpool Hope University, 2016 - 2019

Journal article

Ziniel C, Gransden C. 2023. How Value Congruence Affects Fan Consumption Behaviour International Journal of Sports Management and Marketing, 23 :21-43 DOI Publisher Url Public Url


Gransden C, Bamber D, Panditharathna R. 2022. Requirements for Services by Retired Over 50s UK Consumers in the UK: A Price- and Services-Sensitive Segment Critical Perspectives on Diversity, Equity, and Inclusion in Marketing IGI-Global 9781668435908

Bamber DJ, Gransden CA. 2019. Perfume Consumption in India Exploring the Dynamics of Consumerism in Developing Nations :76-100 IGI Global DOI Publisher Url

Bamber DJ, Gransden CA, Beg SA. 2016. Perfume Consumption in India Advances in Marketing, Customer Relationship Management, and E-Services :77-98 IGI Global DOI Publisher Url

Gransden C, Bamber D. Learning from a Premium Dining Restaurant to Implement a Delight Strategy in a Bar/Grill: Applying Experiential Learning 978-3-319-90004-9 DOI

Conference presentation:

The Masterypath – The pathway to an online learner centred approach that contributes to a greater understanding for students?, Learning Teaching Student Experience, Oral presentation. 2023

Using EdTech for a blended approach to interaction: Mentimeter, Padlet and Kahoot!, Digi:Doi Consortium, Oral presentation. 2023

Performatively Conforming? Consuming and Performing Soccer Fandom in American Bars, Summit on Communication and Sport, Barcelona, Spain, Oral presentation. 2023

Do supporters’ clubs foster social change? A taxonomy of the heads of supporters’ clubs, SEARCH Conference: Making an Impact - Valuing the Social and Economic worth of the Voluntary and Community Sector, Liverpool, UK, Oral presentation. 2018

Consuming for Community? How Perceiving Social Responsibility Affects Consumption Levels, 6th International Conference on Social Responsibility, Ethics and Sustainable Business, Berlin, Germany, Oral presentation. 2017

Towards Service Delight in a Premium Casual Dining Restaurant Chain in the UK, International Conference on Hospitality and Tourism Management, Bangkok, Thailand, Oral presentation. 2016

Media Coverage:

Featured in The Athletic. Comments given on footballers’ personal branding 2021

Featured in the Sunday Mirror. Comments given on footballers trademarking celebrations. 2020

Featured in Finnish paper ‘Helsingin Sanomat’ the biggest daily newspaper in Nordic countries. Interviewed with regards to the new Angry Birds deal with Everton FC 2019

Featured in ‘Urheilulehti’ the biggest sport magazine in Finland in an interview regarding the future of technology in football consumption.


CATE, Advance HE, https://www.advance-he.ac.uk/cate-team/communities-hope-liverpool-hope-university. 2018

Research Grants Awarded:

British Academy, Fans Supporting Foodbanks, Dr Jack Sugden LJMU, Dr Matthew Hindmarsh, Grant value (£): 8,000, Duration of research project: 2 years.

External committees:

CATE-Net, Advance HE.

Membership of professional bodies:

FHEA, Advance HE.

MCIM, Chartered Institute of Marketing.