Branding Entrepreneur and Snowboarding Professor Joins SIS

November 23, 2011

Sport in Society, a Northeastern University Center, is excited to welcome Frank Cutitta to the team.  Cutitta, recognized by Folio Magazine as one of the media business’ Top 40 Innovators and Influencers, will serve as a Research Fellow focused on the relationship between global branding and content and how these elements relate to building community.  In addition to his research work, Cutitta will contribute to Sport in Society at an operational level with branding, content development and event management.  His non-profit management experience as CEO of the International Advertising Association (IAA), and history of organizing major international events like the IAA World Congress in Beijing, will translate well as Sport in Society evolves and extends its programming and outreach offerings.

Cutitta founded The Center for Global Branding in 2005 after serving as Chief Executive Officer of the International Advertising Association, and as a senior international executive at International Data Group (IDG) for over 20 years.  He is a doctoral candidate and professor at Northeastern University, where he teaches graduate courses in Intercultural Communications, Personal Branding, and Sociocultural Contexts of Teaching and Learning.  A former college wrestler and still an active coach, Cutitta learned how to snowboard at age 48 . Recognizing the unique needs baby boomers had in learning the sport, he launched Grays on Trays® a snowboarding methodology and program for mature beginners.  Cutitta’s unique and complex point of view as a global branding professional, professor, doctoral candidate, and business owner will be invaluable in Sport in Society’s work.

Excited to be working at Sport in Society, Cutitta shares, “I have a deep academic and personal interest in the socio-cultural aspects of sport, especially the ways in which these aspects influence 21st century media and advertising ethics.” He continues, “I’m also a student and practitioner of the graying society, and how their relationship with sport will evolve as the 450 million boomers of the world grow older.”

Cutitta has a Bachelor of Science degree in Education from Indiana University of Pennsylvania and received a Master of Arts degree in Educational Administration from Rider University in Lawrenceville, NJ. He has also pursued post-masters studies at the University of Pennsylvania Wharton School. He is currently a Doctoral candidate in International Education at Northeastern University’s College of Professional Studies where he is specializing in the convergence of education and business pedagogies.

Cutitta lectures and and writes frequently on such topics as: “The Geography of Narcissism: The Cross Cultural Aspects of Social Media”; “Random Acts of Content?: Aligning and Optimizing Digital, Social and Traditional  Communications Delivery”; “Implications of Global Graying on Sport, Education, Technology and Media”; “Leveraging 21st Century Skills in High Performance Global Teams”; and “The Socio-Cultural Aspects of Global Advertising and Media Strategies”.

About Sport in Society

Sport in Society, a Northeastern University College of Professional Studies center, educates and supports emerging leaders and organizations within sport with the awareness, knowledge and skills to implement innovative and impactful solutions for social change.  As a result, we unite the global sports industry under a shared mission of social responsibility.  Sport in Society focuses on issues related to building communities that are healthy, safe and inclusive.  We achieve our mission through socially responsible leadership education and professional development, consulting, and capacity building.  For more information, visit

Northeastern University’s College of Professional Studies (CPS) is committed to providing career-focused educational programs that are designed to accommodate the complex lives of motivated learners. Offered in a variety of innovative formats, CPS courses are taught by accomplished scholars and practitioners who have real-world experience. The result is an educational experience founded on proven scholarship, strengthened with practical application, and sustained by academic excellence. For more information, visit