Diplomas/Degrees
Diplomas/Degrees
Ph.D. in Sport Management and Policy, University of Georgia (2024)
M.S. in Sports Business, New York University (2019)
B.S. in Management (Major: Sport Economics and Management), Beijing Sport University (2017)
Personal Statement
Personal Statement
After completing my Ph.D. in Sport Management and Policy at the University of Georgia in August 2024, I joined 糖心传媒 in the fall semester - returning to New York, where I had previously studied at NYU, and where my academic journey in the U.S. began. It has been both professionally meaningful and personally rewarding to begin my faculty career in a place that already felt like home.
Drawing from my interdisciplinary background and global perspective, I seek to bridge academic theory with applied practice, foster inclusive and student-centered learning environments, and contribute to the evolving dialogue around sport management, consumer engagement, and diversity in sport. I consider myself a reflective and engaged scholar–educator, committed to generating impactful knowledge, cultivating transformative learning, and advancing equity within and beyond the classroom. As a dedicated and innovative researcher - combining a deep passion for sport management with a keen interest in enhancing consumer experiences and exploring consumer demand - I remain driven by a commitment to promoting diversity and advancing the field.
Recent Courses
Recent Courses
Introduction To Sport Marketing
Special Topics: Advanced Topics In Sport Management
Sport Alliances And Sponsorships
Sport Leadership
Sport Marketing
Sport Promotion And Sales Management
Specialization/Interests
Specialization/Interests
Sport Marketing
Consumer Behavior
Event Management
Sport Leadership
Research Interests
Research Interests
From stadiums to screens, sport today reflects shifting social values and evolving consumption patterns. This necessitates research that not only examines business outcomes but also the broader cultural significance of sport. In this rapidly transforming landscape, where fan engagement is shaped by technology, identity, and emotion, scholarly inquiry must move beyond traditional measures of fandom to understand how sport is experienced, interpreted, and made meaningful. Grasping this complexity is essential for promoting inclusion, fostering innovation, and ensuring the sport industry’s relevance and sustainability in the years ahead.
My identity as a researcher is best characterized by an interdisciplinary approach that integrates consumer behavior, branding, and event management with sociocultural critique. I aim to ask questions that not only reflect managerial relevance but also uncover deeper patterns of meaning, equity, and inclusion within sport settings. As a dedicated and innovative researcher, I combine a strong passion for sport management with a keen interest in enhancing consumer experiences and exploring emerging demand across local and global markets. I remain driven by a commitment to promoting diversity, developing inclusive research practices, and advancing the field through methodological rigor and intellectual curiosity.
My research agenda continues to evolve as a focused yet adaptive body of scholarship at the intersection of sport consumer behavior, live-event experience design, and broader sociocultural inquiry, producing scholarship that is both theoretically rigorous and managerially relevant. My agenda reflects a deep commitment to exploring how sport is experienced, understood, and shaped by diverse consumers, and how those insights can inform more inclusive and engaging sport practices.
Books
Books
Bo, H. H., Valantine, I., Seiler, S., Anderson, D. J. F., Zhao, T. T., Hogg, C., Bradbury, T., Swart-Arries, K., & Zhang, J. J. (Eds., 2023). Global and local perspectives of sport management: Book of abstracts. Kaunas, Lithuania: Lithuania Sports University (ISBN: 978-609-8200-49-2).
Chapters
Chapters
Jamaat, K., Bo, H. H., & Johnson, L. (2025). Physical activity constraints of Iranian women. In D. Pearson, K. Hallmann, & J. J. Zhang (Eds.), Diversity, equality, and inclusivity in the global sport community (pp. 327-348). London, UK: Routledge.
Mastramartino, B., Bo, H. H., Zhao, T. T., Zhang, J. J. (2024). Transforming sports business with digital marketing. In B. Mastromartino & J. J. Zhang (Eds.), Digital marketing in sports: Global perspectives (pp. 3-14). London, UK: Routledge.
Bo, H. H.* & Zhang, J. J. (2024). Service. In P. M. Pedersen (Ed.), Encyclopedia of sport management (2nd ed.; pp. 856-858). Northampton, MA: Edward Elgar.
Bo, H. H.* & Zhang, J. J. (2024). Artistic Entertainment. In P. M. Pedersen (Ed.), Encyclopedia of sport management(2nd ed.; pp. 52-54). Northampton, MA: Edward Elgar.
Anderson, D., Bo, H. H., Zhao, T. T., Zhang, J. J. (2022). The digital fitness industry in the United States. In M. Valcarce, S. Mohammadi, P. Gálvez-Ruiz, & J. Fernández (Eds.), The digital transformation of the fitness sector (pp. 67-72). England: Emerald.
Conference Presentations
Conference Presentations
Bo, H. H. (2026, May). Motivational match-up: A qualitative investigation of fan motives, team store design preferences, and experiential outcomes. To be presented (oral) at the 2026 North American Society for Sport Management Conference, San Juan, Puerto Rico.
Bo, H. H. (2026, May). Listening to the game: A multilevel experimental study of music features and genre preferences across major U.S. sport leagues. To be presented (poster) at the 2026 North American Society for Sport Management Conference, San Juan, Puerto Rico.
Bo, H. H. (2026, March). Gendered pathways to sport participation in older adults: An I-PACE (Person-Affect-Cognition-Execution) approach. To be presente (poster) at the 2026 International Chinese Society for Physical Activities and Health Annual Conference, Kansa City, MO.
Chen, Z. & Bo, H. H. (2025, October). What drives engagement? A mixed-methods study of NBA and WNBA TikTok content and fan interactions. Pesented (poster) at 2025 Sport Marketing Association Conference, Phoenix-Glendale, AZ.
Bo, H. H. & Zhang, J. J. (2025, October). Tailoring sports bar experiences: Developing and validating a measurement scale on market demand in sports bar servicescapes. Presented (oral) at 2025 Sport Marketing Association Conference, Phoenix-Glendale, AZ.
Bo, H. H. & Zhang, J. J. (2025, June). Artistry in sports: Strategic programming of artistic entertainment at live sporting events. Presented (oral) at the 2025 International Chinese Society for Physical Activities and Health Annual Conference, Nanjing, China.
Bo, H. H. & Zhang, J. J. (2024, November). Exploring consumer demand in sports bar servicescapes: A qualitative Investigation. Presented (poster) at the 2024 Sport Marketing Association Conference, St. Louis, MO.
Bo, H. H. & Zhang, J. J. (2024, June). Toward a better understanding of programming sport artistic entertainment: An importance-performance map analysis. Presented (poster) at the 2024 International Chinese Society for Physical Activities and Health Annual Conference, Beijing, China.
Honors and Accomplishments
Honors and Accomplishments
2025: The 1st Place Prize for Oral Presentation, International Chinese Society for Physical Activities and Health Annual Conference, Nanjing, China.
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