Koo Yul Kim

Faculty

Assistant Professor

Email kooyul.kim@unco.edu
Phone 970-351-1725
Location Butler-Hancock 261D
Address 501 20th St., Campus Box Greeley, CO 80639

Education

PhD, Temple University, 2022
Area of Study: Business Administration

Masters, Ohio University, 2013
Area of Study: Sport Administration/ Business Administration

BA, University of Oregon, 2007
Area of Study: Business Administration

BA, Kookmin University, 2005
Area of Study: Business Administration

Professional Experience & Affiliations

Assistant Professor, University of Northern Colorado
Sports Administration (2022 – Present)

Research & Teaching Assistant, Temple University
School of Sport, Tourism and Hospitality Management

Corporate Sponsorship Manager, Brion Sports Group

Ticket Sales Representative, Texas Rangers Baseball Club

Corporate Sales Staff, Shriners Hospitals for Children Open

Director of Ticket Operations, Eugene Emeralds Baseball Club

Promotion & Ticket Sales Intern, Eugene Emeralds Baseball Club

Research Expertise & Interests

Examining the impact of official partnerships of sports betting on consumers’ attitudes and behaviors
Influence of bet presentation on sport gambling consumers’ attitudes and behaviors.
Areas of Interest

Consumer behavior in relation to marketing strategy
Revenue generation aspects of sport teams/organizations
Sports gambling/betting
Ticket resale market

Publications

  • Kim, K. Y., López, C., & Lee, Y. H. (2025). Get Your Tickets Here: An Examination of How Reputation and Pricing Strategies of Ticket Sellers Affect Consumers’ Willingness to Purchase Sport Tickets. Sport Marketing Quarterly, 34(1), 16-30.
  • Kim, K. Y., & Lopez, C. (2025). Examining Factors Affecting Consumers’ Daily Fantasy Sports and Sports Betting Participation: Comparing Motivation and Perception of Skill Versus Luck. UNLV Gaming Research & Review Journal, 29(1), 1-18.
  • Kim, K. Y., Lopez, C., & Drayer, J. (2023). Do consumers care about credibility? Examining corporate credibility and price on sport ticket purchase decision making. Sport Management Review, 26(3), 471-493.
  • Kim, K. Y. & Drayer, J. (2021). A Better Together? Examining the impact of official secondary ticketing partnerships on consumers’ attitudes and behaviors. Sport Marketing Quarterly.30(4) 280-290
  • Lopez, C., Kim, K. Y., Drayer, J., & Jordan, J. S. (2021). A Run for Their Money: Examining Changes in Runners’ Event-Related Expenditures. Sport Marketing Quarterly, 30(3) 207-219.
  • Kim, K.Y. & Lopez, C. (2024). Gambling and Addiction: Influence of Motivations and Perception of Skill vs. Luck on Problem Gambling in Sports. 25th ICRG (International Center for Responsible Gaming) Conference
  • Kim, K.Y. & Lopez, C. (2024). Examining Factors Affecting Consumers’ DFS and Sports Betting Participation: Comparing Motivation and Perception of Skill Versus Luck. Inaugural NASHE (Northwest Association for Sport in Higher Education) Conference
  • Hei, Z, Morse, A, & Kim K.Y. (2024) The Influence of “IFBB Pro” Designation on the Consumer DecisionMaking Process for Online Personal Training Services: An Experimental Investigation. Sport Marketing Association
  • Kim, K.Y & Lopez, C. (2023). Examining the impact of official partnerships of sports betting on consumers’ attitudes and behaviors. Sport Marketing Association
  • Kim, K., & Lopez, C. (2022). Get Your Tickets Here! An Examination of How Reputation of Ticket Sellers Affects Consumers’ Willingness to Purchase Sport Tickets. Sport Marketing Association
  • Kim, K. & Drayer, J. (advisor). (2020). A Better Together? Examining the impact of official secondary ticketing partnerships on consumers’ attitudes and behaviors. the North American Society for Sport Management
  • Kim, K., & Drayer, J. (advisor). (2019). Examining the impact of corporate credibility and the interaction between price and corporate credibility on sport ticket purchase decision making in the secondary market. Presented at the North American Society for Sport Management, New Orleans, LA, United States
  • Drayer, J., Shapiro, S., & Kim, K. (2019). Examining the effect of ticket fee sizes on purchase intentions. Presented at the European Sport Management Conference, Seville, Spain
  • Lopez, C., Kim, K., Drayer, J. (advisor), & Jordan, J. S. (advisor). (2018). What’s the Difference? Spending between mass participation sporting event first-timers and repeaters. Presented at the North American Society for Sport Management, Halifax, NS, Canada
  • Kim, K., & Kunkel, T. (submitted, 3/19/2025). The Effects of Fit Between Promotional Message and Regulatory Focus on Consumers’ Sports Betting Behavior: The Moderating Role of Consumers’ Familiarity with Online Sports Betting. International Journal of Sports Marketing and Sponsorship: Under Review
  • Kim, K., & Lopez, C. (decision made, 10/8/2024). The Effects of Interplay Between Different Game Characteristics and Consumer Motivation on Likelihood of Betting and Magnitude of The Monetary Wager. Sport Marketing Quarterly.: Revise and Resubmit
  • Kim, K., & Lopez, C. (Data collection finished). Examining the impact of official partnerships of sports betting on consumers’ attitudes and behaviors. Target Journal: European Sport Management Quarterly
  • Lopez, C., Kim, K., & Srivastava, J. (Data collection finished). Influence of bet presentation on sport gambling consumers’ attitudes and behaviors. Target Journal: Journal of Marketing

Grants and Sponsored Research

  • Kim, K., & Drayer, J. (advisor). (2020). Sports gambling and promotion activities: the impact of regulatory focus and regulatory fit on sports gambling intentions. Young Scholar Seed Funding, Temple University. Funded $800
  • Kim, K., & Drayer, J. (advisor). (2019). Examining the impact of corporate credibility and the interaction between price and corporate credibility on sport ticket purchase decision making in the secondary market. Young Scholar Seed Funding, Temple University. Funded $800