Dae Hee Kwak

Dae Hee Kwak


Dr. Dae Hee Kwak is an associate professor of Sport Management and director of the Center for Sport Marketing Research at the University of Michigan School of Kinesiology. Prior to his time at U-M, Dr. Kwak was an assistant professor in the Department of Kinesiology at Indiana University. He completed his PhD in Kinesiology at the University of Maryland.

Dr. Kwak has appeared in numerous media outlets, including Bloomberg, NPR, and the Wall Street Journal. He has published more than 30 articles in peer-reviewed journals, including the Journal of Sport Management, Journal of Gambling Studies, and European Sport Management Quarterly. He has also published a book, Sport in Korea: History, Development and Management. Dr. Kwak is an ad hoc reviewer for multiple journals, including the Journal of Business Research, Sport Management Review, and Journal of Consumer Behavior. He is on the editorial review board for the Journal of Sport Management, Journal of Global Sport Management, and Regional Economies and Policies.

Dr. Kwak has also received multiple awards, including the Research Fellow Award (North American Society for Sport Management) and the Faculty Research Excellence Award (School of Kinesiology). He teaches courses in sport marketing, sales, and sponsorship-linked marketing at the undergraduate and graduate levels.

Dr. Kwak is recruiting for a doctoral student to mentor, beginning Fall 2020. Details:  http://myumi.ch/mnl0k

Areas of interest

Sport consumer behavior, sport consumer psychology, and sport media behavior


Dae Hee
OBL 2118
1402 Washington Hts.
Ann Arbor, MI 48109-2013
(734) 615-2884
(734) 647-2808


Course Course Title Credits Term Instructor
SM 439 Sponsorship-Linked Marketing 3 Fall, Winter, As Arranged Kwak
Course Name RO: Spnsrshp Lnkd Mrktng
Course Level: Undergraduate
The central goal of this course is to provide the student with both a theoretical and an applied understanding of the values and limits to sponsorship-linked marketing. Various areas of sponsorship will be considered including sports, arts, and causes. Although a managerial perspective of the sponsor will be maintained, views from both the sponsor and sponsee will be considered. The course takes an integrated marketing communications perspective and treats sponsorship as a contributor to an overall communications platform. In the process of developing this understanding the course will utilize basic concepts across a number of disciplines in an integrative fashion.
Prerequisites: Advisory prerequisite: SM 346.
Component: LEC