Joe B. Cobbs is the co-founder of the Know Rivalry Project and a Professor in the Haile College of Business at Northern Kentucky University (NKU), where he leads courses in Sports Economics, and Rivalry & Ritual in International Sports. He also serves as Chair of the University Athletic Council at NKU. He earned his Ph.D. from the Isenberg School of Management at the University of Massachusetts Amherst in 2010. He previously served as a corporate sponsorship consultant at General Sports & Entertainment in Detroit, Michigan and as the Director of Marketing for Miami (OH) University Intercollegiate Athletics. His research on sport rivalry and the business of Formula One racing has been presented at conferences on five continents, published in leading peer-reviewed journals, and featured by over 100 media outlets, including the New York Times, Wall Street Journal, Financial Times, and National Public Radio (NPR). Professor Cobbs is also commonly known around campus as Dr. Green Shoes, for his 'Green for Groceries' campaign to promote the campus food pantry and end food insecurity at NKU.