Bo Yu, Ph.D.

Bo Yu Headshot
Lecturer, Sport Management

Sport Management Department
Pompea College of Business

Ph.D., Kinesiology (Sport Management), Texas A&M University, 2022, Dissertation Title: Athlete Branding in the Digital Era: Athlete Personal Branding through Self-presentation on Twitch

M.S., Physical Education (Sport Administration), University of New Mexico, 2017, Thesis Title: The Moderating Effect of Country of Origin on Athlete Brand Equity

M.T.I., Chinese-English Translation, Beijing Jiaotong University, 2015

B.A., English, Beijing Jiaotong University, 2012

About Bo

Dr. Bo Yu is an expert in sport marketing, personal branding, and esports marketing. Dr. Yu’s research interest focus is on fan interactions with athlete brands in hyper-connected digital communities, such as esports and new media. In his dissertation, Dr. Yu explored how athletes adopted Twitch, a gaming dedicated live streaming platform, to build their personal brands and perform self-presentation at various stages.

Dr. Yu has been actively involved in academic organizations such as North American Society for Sport Management and Sport Marketing Association. Recently, Dr. Yu has worked with Esports Research Network to initiate and organize the "Summer Panel Series", which connects academic scholars and industry practitioners to discuss emerging esports topics.

Dr. Yu’s primary teaching goal is to make his classroom interactive, innovative, inclusive, and inspiring. Students’ personal development and success are what Dr. Yu considers the genuine joy of education.

Peer-reviewed Journal Articles