About Athlete Branding Academy
Athlete Branding Academy is an open access website focused on providing resources to support student athletes with mental wellbeing, branding, NIL needs.
Educators and coaches may also find valuable assets to assist them for NIL programming and curriculum development.
Meet the team
Bo Yu, PhD, is an assistant professor at the University of Minnesota. His research focuses on how innovative technology, such as esports, social live streaming services, virtual reality, and artificial intelligence, empowers athlete branding and personal development. In particular, his research explores the use of innovative technology to (1) enhance athlete personal branding and legacy branding, (2) drive fan behavior and engagement, (3) support athlete well-being and healthy development.
Ceyda Mumcu, Ph.D., is the John R. Gehring Professor and Chair of the Sport Management Department at the University of New Haven, where she also serves as the Coordinator of the M.S. in Sport Management program. She is an expert in fan behavior, sport marketing, women’s sports marketing, media representation of female athletes and marketing analytics, and she was the co-author of the first study on marketing sport to LGBT fans.