Welcome to Arkansas State University!

Assistant Professor, Sport Management


  • Ph.D., University of Houston
  • M.S., Florida State University
  • B.S., Daejin University

Teaching Specialties

  • Sport Analytics
  • Research Methods
  • Sport Management
  • esports

Research Interests

  • Sport Consumer Behavior
  • Sport Branding
  • City Branding
  • Service Marketing

Presentations and Publications

Selected Publications:

Yu, H. Y., Robinson, G. M., & Lee, D. (Accepted). To partner or not? A study of co-branding partnership and consumers’ perceptions of symbolism and functionality towards co-branded sports products. International Journal of Sports Marketing and Sponsorship.

Yu, H. Y., & James, J. D. (2018). Ratings of service quality and satisfaction by sport spectators with different personality. International Journal of Sport Management, 19(4), 383-411.

Yu, H. Y., Lee, D., Hawkins, B. J., Cottingham, M., & Lee, M. W. (2018). Perceived fan associations with teams: Across NFL, NBA, MLB, and MLS. International Journal of Sport Management, 19(3), 289-314.

Lee, D., Zhang, Y., Cottingham, M., Park, J., & Yu, H. Y. (2017). Values and goals of Chinese sport consumers contrary to American counterparts. International Journal of Sports Marketing and Sponsorship, 18(1), 11-28.

Selected Presentations:

Yu, H. Y., Lee, M., Reid, C. E., & Lee, D. (2020, Accepted). The impact of sporting events on host city: A resident’s perspective. Sport Management Association of Australia & New Zealand.

Robinson, G. M., Kim, J., & Yu, H. Y. (2020). Win-at-all-costs? Follower bottom-line mentality as a buffer between servant leadership and organizational commitment. Presented at the North America Society for Sport Management conference, Virtual Conference.

Yu, H. Y., Lee, D., & Cottingham, M. (2019). Consumer aspects of symbolic and ingredient co-branding in sports context. Presented at the Sport Marketing Association conference, Chicago, IL.

Hoyeol Yu

Contact Information

P: (870) 680-8446


Building: HPESS Complex
Room: 228