Dr. Lough is a nationally recognized expert on sport marketing, sponsorship, leadership development, and gender parity within sport organizations. Her teaching and research have focused on the economic value of women’s sport and marketing sport to women. Dr. Lough leads the Sport LEAP Executive Advancement program and academic arm of the UNLV Sport Innovation Institute. She founded UNLV’s Intercollegiate and Professional Sport Management graduate degree program and undergraduate certificate in sport leadership and management. Dr. Lough was the first woman and only person to serve two terms as the President of the Sport Marketing Association. She is also the namesake of the Sport Marketing Association’s Lough Award given for mentorship and excellence in advancing diversity, equity, and inclusion in sport.