Dae Hee Kwak


Dr. Dae Hee Kwak is currently Associate Professor of Sports Management and Director of the Center for Sport Marketing Research in the School of Kinesiology. Prior to his time at U-M, Dr. Kwak was Assistant Professor in the Department of Kinesiology at Indiana University - Bloomington, IN after completing his Ph.D. in Kinesiology at University of Maryland, College Park, MD.

Dr. Kwak's research focuses on consumer psychology underlying various fan behaviors and decision making in various sport-related consumption contexts. His recent work focuses on how emotion and experiential judgments influence consumers' perceptions, attitudes, and behaviors in the sponsorship, gambling, and merchandise consumption contexts. He has published more than 30 articles in peer-reviewed journals, including International Journal of Sport Management and Marketing, Sport Management Review and Journal of Sport Management, and has published his own book Sport in Korea: History, Development and Management. Dr. Kwak has also spoken in more than 60 conferences and has been covered in numerous prominent news outlets like the Wall Street Journal, New York Times, Business Insider and Bloomberg about Sports Science and management. He has also received multiple awards like the NASSM research Fellow Award, UM's Faculty Research Excellence Award and was a finalist for the 2013-2014 Academic Minute Listener's Choice Award. He is an ad hoc reviewer for multiple journals for Sports Management and Gambling and has served in the editorial review board for journals like Journal of Sport Management and Regional Economies and Policies.

Dr. Kwak teaches multiple Sports Management and Kinesiology courses at the undergraduate and graduate level.

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