Bo Yu, PhD, is an assistant professor in sport management at School of Kinesiology and Director of the Sport Marketing and Innovative Technology Lab. His scholarship has been published in top sport management and interdisciplinary journals, such as Journal of Sport Management, Computers in Human Behavior, and Telematics and Informatics.
Yu has demonstrated great success and leadership in grant funding and execution, as he completed a major funded project from NCAA Innovations in Research and Practice Grant that supported the development of a serious game to educate student-athletes about NIL, personal branding, and mental well-being. He has recently received an Early Innovation Fund from Technology Commercialization at University of Minnesota to further advance his scholarship on student-athlete holistic development.
Selected focus areas
- Athlete legacy branding
- Innovative technology
- Fan attachment
