A research project sparked by a semester abroad in Costa Rica earned Samford University senior Blake Andres, a Best Abstract award at the 2026 Atlantic Marketing Association Conference.
Andres, a Brock School of Business student studying management and Spanish while participating in the Fast Track in Sports Business (BSBA/MBA), began the project during the spring 2026 semester at Finca de Samford in Costa Rica. Working with Darin White, executive director of the Sports Industry Program, Andres explored how sports teams build relationships with fans beyond their home countries.
While studying abroad, Andres became interested in the concept of satellite fans: sports fans who maintain a genuine emotional connection to a team despite having no shared geographic location. Working with White, he developed a survey to examine how language and other communication choices influence fans’ initial impressions of a foreign sports team.
White said Andres’ curiosity and willingness to pursue an idea that interested him helped turn the initial observation into a research project with broader applications.
“Blake is a great example of what happens when a curious student gets the opportunity to chase a question he cares about. He saw something interesting about sports fans while he was in Costa Rica and turned it into rigorous research that holds up in front of marketing scholars from across the country,” White said. “Working with him on this project has been a joy, and I’m excited to see this study become a published paper.”
They surveyed 500 English- and Spanish-speaking fans across the United States, asking them to evaluate fictional social media posts from a U.K.-based soccer team. Results showed that Spanish-speaking participants responded more positively to language adapted to their audience, while English-speaking participants favored the team’s original vernacular, suggesting that maintaining a consistent brand voice can convey authenticity. The study also explored how cultural differences influence responses to international sports marketing.
For Andres, this award represents an important academic milestone and encouragement to continue exploring the subject.
“Receiving the Best Abstract award from the AMA Conference was a huge honor for me and a big source of encouragement as it indicated that our research is heading in a positive direction,” Andres said.
Following the abstract’s presentation at a national academic conference, Andres plans to collaborate with business school faculty to develop the project into a full research paper, with the goal of publishing in an academic journal.
He sees the research being increasingly relevant as professional sports organizations seek to connect with audiences across national and cultural boundaries.
“With the globalization of sports becoming more prominent in modern times, I feel like this research really matters in helping sports teams connect with fans from across the world, unite cultures, and bridge divides through sport,” Andres said.
The experience strengthened Andres’ interest in future research and highlighted the opportunities Samford provides through international study, faculty mentorship and hands-on learning. His achievement reflects Samford’s emphasis on career preparation and student learning, recognized by the 2026 Wall Street Journal rankings of No. 3 for career preparation and No. 7 for student learning opportunities.
