Brian Mills, Ph.D.

Assistant Professor
Department of Tourism, Recreation & Sport Management

  • Ph.D. in Kinesiology (Sport Management) from the University of Michigan (2012)
  • M.A. in Applied Economics from the University of Michigan (2012)
  • M.A. in Statistics from the University of Michigan (2011)
  • M.A. in Kinesiology (Sport Management) from the University of Michigan (2008)
  • B.A. in Psychology from St. Mary’s College of Maryland (2006)

Mills CV

Contact Info

FLG 308
P.O. Box 118208
Gainesville, FL 32611-8208
(352) 294-1664 |


Brian Mills, Ph.D., is an Assistant Professor with the Department of Tourism, Recreation and Sport Management at the University of Florida. His research interests encompass topics such as the sports labor market, industrial organization and sports league policy (demand, competitive balance, revenue sharing, etc.), public policy and economic development related to sport, and advanced analytics in the sports business. He is especially interested in applying economic lessons and quantitative analysis to problems that sport managers face in their everyday decision making.

His professional memberships include the North American Association of Sports Economists (NAASE) and the North American Society for Sport Management (NASSM). He has published in top field journals such as the Journal of Sport Management and Tourism Management, and has authored published or forthcoming articles in the Journal of Quantitative Analysis in Sports,Economic Inquiry, Managerial and Decision Economics, and the Journal of Sports Economics.

Dr. Mills has also worked on consulting projects for professional sports teams and municipalities both in the U.S. and Canada. These projects include economic development reports, evaluation of the impacts of pro franchise moves on incumbent counterparts, marketing analytics and programming for an NBA franchise, and viral marketing viability for a new sports website.

Research Interests

  • The sports labor market, league policy and industrial organization in sport
  • Economic impact and economic development related to sport
  • Consumer behavior and behavioral economics in the sport context
  • Data mining and advanced analytics for sports business


  • SPM 5506 – Sport Finance