A Message from Our Director
Welcome to the Sport Marketing and Innovative Technology (SMIT) Laboratory. Our community of scholars brings a wealth of academic expertise and industry experience in exploring the impact of innovative technology on the business aspects of sports.
The SMIT Laboratory conducts research to explore how innovative technology shapes athlete legacy branding, fan attachment, and sport consumption. Our work focuses on technology-driven solutions that enhance athlete branding and legacy branding, strengthen fan engagement, and support athlete holistic development through collaborations with sport organizations and industry practitioners.
Our goals are to:
- Examine the use of innovative technology to enhance athlete personal branding and legacy branding.
- Explore the role of innovative technology to drive fan behavior and engagement.
- Develop innovative technology-based solutions to support athlete well-being and holistic development.
Bo Yu, Ph.D.
Director, Sport Marketing and Innovative Technology (SMIT) Laboratory