Meet Yong Jae Ko, Ph.D.
UAA Endowed Professor of Sport Management
Education
- Ph.D. in Sport Management (Ohio State University, 2000)
- M.A. in Physical Education (Ohio State University, 1996)
- B.A. in Physical Education (Seoul National University, 1991)
Mailing Address
FLG 325C
P.O. Box 118208
Gainesville, FL 32611-8208
Biography
Dr. Yong Jae Ko is University Athletic Association Endowed Professor of Sport Management at the University of Florida.
His primary research interest is sport consumers’ decision-making process, focused on their socio-psychological variables that influence sport spectatorship, participation, volunteering, and giving. This line of research has been extended into strategic aspects of sport marketing, including service quality, sponsorship and partnership, branding (e.g., teams, athletes, and mascots), emerging technology (e.g., virtual reality and augmented reality), word-of-mouth, and social media big data analytics.
The overriding goals of his research include: (1) to develop an improved theoretical understanding of sport consumers’ decision-making processes through interdisciplinary research, and (2) to provide strategic directions and a foundation for best practices/solutions for a variety of marketing issues in the sport business.
Dr. Ko has published over 140 articles in peer-reviewed sport management journals (Journal of Sport Management, Sport Management Review, European Sport Management Quarterly, and Sport Marketing Quarterly) and premier journals related to these lines of research (Psychology & Marketing, Journal of Consumer Behavior, Computers in Human Behavior, and Nonprofit and Voluntary Sector Quarterly) and made over 270 presentations at academic conferences and delivered 35 presentations at colloquiums at premier academic institutions (e.g., Univ. of Michigan, UC Berkeley, Seoul National Univ., Waseda Univ.). His scholarly contributions and impact in the academic community is reflected in Google Scholar metrics (https://scholar.google.com/citations?user=S9A151YAAAAJ&hl=en)
These research contributions have led to induction as a Research Fellow in 2012 NASSM and 2023 SMA, 2018 University of Florida Research Foundation Professorship, and 2025 University Athletic Association Endowed Professorship of Sport Management. His research team has received numerous prestigious research awards from leading professional associations such as American Marketing Association, NASSM, EASM, and SMA conferences. His commitment to mentoring emerging scholars has been widely recognized. This dedication has been formally acknowledged through prestigious awards such as the 2018 SMA Stotlar Award, the 2014 & 2026 Doctoral Dissertation Advisor/Mentor Award, and the 2012 and 2019 International Educator of the Year Award (Senior Faculty Category).
He has done numerous funded projects for a variety of national and international sports organizations and governments.
Research Interests
- Sport Consumer Behavior – socio-psychological variables that influence sport participation, spectatorship, volunteering, and giving.
- Strategic Sport Marketing – branding (teams, athletes, and mascots), partnership (sponsorship, endorsement, and CSR), fan socialization and (e)WOM, technology applications (virtual reality, augmented reality, and AI applications), and service quality.
Courses
- SPM 5309 / SPM 3306 (online) – Sport Marketing
- HLP 6515 – Evaluation Procedures
- SPM 6036 – Research Seminar in Sport Management
- SPM 7750 – Theories in Sport Management
- SPM 6905 – Readings in Sport Management (Strategic Sport Marketing)