Yoon Tae Sung

Faculty

Associate Professor

Email yoontae.sung@unco.edu
Phone 970-351-1708
Location Butler-Hancock 261E
Address 501 20th St, Campus Box 118, Greeley, CO 80639
Office Hours Tuesday 11 a.m. – 12 p.m., Wednesday 2 p.m. – 4 p.m.

Education

PhD, Florida State University, 2015
Area of Study: Sport Management

MS, University of Illinois at Urbana-Champaign, 2011
Area of Study: Recreation, Sport, and Tourism

BS, Yonsei University, 2008
Area of Study: Sports and Leisure Studies

Professional Experience & Affiliations

Associate Professor, University of Northern Colorado
Department of Kinesiology, Nutrition, and Dietetics (August 2021 – present)

Assistant Professor, University of Northern Colorado
Department of Kinesiology, Nutrition, and Dietetics (August 2016 – 2021)

Associate in Research, Florida State University
Department of Sport Management (January 2016 – July 2016)

Undergraduate Instructor, Florida State University
Department of Sport Management (2011 – 2014)

Research Expertise & Interests

Do Bettors Act Like Sport Fans or Investors? The Comparison of the Influential Factors in the National Football League Wagering Market
Do Employers Consider Performance Consistency of Employees in a Contract? A Salary Determination of Free Agents in the National Basketball Association
Light and Shade of Sport Facility Subsidies
MLB Spring Training Ticket Pricing
The Compressed Basketball Schedule, Home Advantage, and Team Productivity in the National Basketball Association
The Degree of Starting Pitchers’ Contribution to Team Productivity in Major League Baseball
The Fairness of the National Basketball Association Schedule: Rest and Productivity
The Perception of Instant Replaying System in Sport: Fair or Fun?
Areas of Interest

Organizational Productivity, Revenue Generation, Economic Impact of Sports, Quality of Life with Sports, Sport Wagering and Efficient Market Hypothesis, Consumer demand

Publications

  • Sung, Y. T. (accepted). Importance-Performance Analysis. Routledge Encyclopedia of Sport Studies.
  • Fowler, B., Martyn, J., Sung, Y. T. (forthcoming). Exploring academic performance: An examination of athletic reclassification from FCS to FBS. Journal for the Study of Sports and Athletes in Education.
  • Romano, A., Riggs, J., Sung, Y. T., & Morse, A. (2021). Intercollegiate Athletics Marketing-Generated Revenue: Within Autonomy Football Bowl Subdivision. Journal of Applied Sport Management, 13(1), 29-37.
  • Sung, Y. T. (2020). The National Football League and efficient market hypothesis: An analysis of trends in Thursday Night Football and post bye week games. International Journal of Sport Finance, 15(2), 69-82.
  • Jung, H., Moon, C-G., & Sung, Y. T. (2020). Uncertainty of outcome hypothesis and attendance in the Korean Professional Baseball League. International Journal of Sport Finance, 15(1), 39-51.
  • Paek, B., Sung, Y. T., & Kim, M. (2019). A Conceptual Model of Ticketing Pricing in Intercollegiate Sports. International Journal of Human Movement Science, 13(1),37-50.
  • Lee, C., Sung, Y. T., Zhou, Y., & Lee, S. (2018). The Relationships between the Seriousness of Leisure Activities, Social Support and School Adaptation among Asian International Students in the U.S. Leisure Studies, 37(2), 197-210.
  • Kwon, W., Sung, Y. T., & Maeng, L. S. (2016). The Impact of a Sporting Event on Host Cities Economies. The Korean Journal of Physical Education, 55(5), 469-479.
  • Sung, Y. T., & Tainsky, S. (2014). The National Football League Wagering Market: Simple Strategies and Bye Week-Related Inefficiencies. Journal of Sports Economics, 15(4), 365-384.
  • Kwon, W., Sung, Y. T., & Kim, W. (2014). The Effect of Sport Industry Loan Program on Beneficiaries’ Business Performance: An Analysis of Profitability Ratios and In-Depth Interview. Korean Journal of Sport Management, 19(3), 87-102.
  • Sung, Y. T. (2012). Poker is a Game of Skill, not Chance, but What about Sports Betting? Sports Litigation Alert, 9 (21).
  • Sung, Y. T., & Rodenberg, R (2012). A Primer on Sports Betting Litigation in New Jersey, Sports Litigation Alert, 9 (17).
  • Rodenberg, R., & Sung, Y. T. (2012). Mancina v. Goodell and NFL: Aggrieved Fan Sues. Sports Litigation Alert, 9 (20).
  • Padhye, Y., Lee, Y, Sung, Y. T., & Morse, A. (2022, Oct). What motivates sport spectators? A deeper look into consumer motivations in traditional sport versus esport. Sport marketing Association. Charlotte, NC.
  • Lee, Y., Sung, Y. T., & Morse, A. (2022, Oct). New policies and restrictions; secondary market ticket prices in the Major League Baseball spring training. Sport marketing Association. Charlotte, NC.
  • Paek, B, Morse, A., Sung, Y. T., & Jung, H. (2022, Oct). Effects of social media engagement and perceived value on sport consumers’ flourishing: An Empirical Model from Regulatory Engagement Theory. Sport Marketing Association. Charlotte, NC.
  • Lee, Y., Sung, Y. T., & Jung, H. (2022, June). Do uncertain outcomes matter for ticket prices? The National Football League’s secondary ticket market. North American Society for Sport Management. Atlanta, GA.
  • Jung, H., Paek, B., & Sung, Y. T. (2021, October). Do fans care about playoff structure? The impact of playoff format on fan demand in Major League Soccer. Sport marketing Association. Las Vegas, NV.
  • Hajek, T. J., Lee, Y., Oja, B. D., Schuetz, L., & Sung, Y. T. (2021, October). Bet on it: Exploring sport betting partnerships in professional sport. Sport Marketing Association. Las Vegas, NV.
  • Kim, M., Sung, Y. T., & Yoon, Y. M. (2021, May). Are they doing good and right? Assessing the nonprofit effectiveness and community impact of professional sport team nonprofit organizations. North American Society for Sport Management, Virtual Conference.
  • Hajek, T., & Sung, Y. T. (2021, May). Team Performance Metrics in the 2020 NBA Bubble: A Case Study. North American Society for Sport Management, Virtual Conference.
  • Hajek, T., & Sung, Y. T. (2021, May). Video Interviews Via Student Question Submissions. North American Society for Sport Management, Virtual Conference.
  • Romano, A., Sung, Y. T., Morse, A. (2021, February). Factors Impacting Revenue Generation Within the Power 5 Institutions. Applied Sport Management Association, Virtual Conference.
  • Hajek, T., & Sung, Y. T. (2021, February). Industry Interview with Walter Holland from the Minnesota Lynx about Range and Adaptability in Sport Management. Applied Sport Management Association, Virtual.
  • Hajek, T., & Sung, Y. T. (2020, May). Sport management program satisfaction perceived by Generation Z Students. North American Society for Sport Management, San Diego, CA.
  • Jung, H., & Sung, Y. T. (2020, May). Salary Discrimination among Superstars: An evidence from Major League Soccer. North American Society for Sport Management, San Diego, CA.
  • Jung, H., & Sung, Y. T., & Oja, B. (2020, May). Out of left field? An estimation of the effect of bullpenning on team performance in Major League Baseball: Evidence from Tampa Bay Rays. North American Society for Sport Management, San Diego, CA.
  • Kim, M., Sung, Y. T., & Yoon, Y. (2020, May). Assessing the financial performance of professional sport team nonprofit organizations: A case of Dallas-Forth Worth metroplex. North American Society for Sport Management, San Diego, CA.
  • Martyn, J., & Sung, Y. T. (2019, November). Double charging residents: An examination of public stadium subsidies, the NFL Fan Cost Index, and median household incomes. Annual Sport Entertainment and Venues Tomorrow Conference, Columbia, SC.
  • Jung, H., & Sung, Y. T. (2019, October). Pay and performance in Major League Soccer. Sport Marketing Association, Chicago, IL.
  • Sung, Y. T., & Kim, M (2019, September). Game schedules and fairness in sports leagues. European Association for Sport Management, Seville, Spain.
  • Sung, Y. T. (2019, May). Rest schedules and market efficiency in NFL point spread markets. North American Society for Sport Management, New Orleans, LA.
  • Hazzaa, R. N., Oja, B. D., & Sung, Y. T. (2019, May). The effects of corporate social responsibility and psychological capital on sport employees’ prosocial attitudes and behaviors. North American Society for Sport Management, New Orleans, LA.
  • Jung, H., Paek, B., & Sung, Y. T. (2018, October). Determinants of the number of spectators in the Major League Soccer. Sport Marketing Association, Dallas, TX.
  • Kim, M., Chin, J-H., & Sung, Y. T. (2018, September). Other than athletic performance? The pursuit of student-athletes’ academic psychological capital and well-being. European Association for Sport Management, Malmö, Sweden.
  • Jung, H., Moon, C-G., & Sung, Y. T. (2018, May). Determinants of the number of spectators in the Korean Professional Baseball League. North American Society for Sport Management, Halifax, Canada.
  • Paek, B., Sung, Y. T., & Kim, M. (2018, April). A conceptual model of ticket pricing process in intercollegiate sport. College Sports Research Institute, Columbia, SC.
  • Fowler, B., & Sung, Y. T. (2018, April). The effects of reclassification: An examination of the transition from FCS to FBS. College Sports Research Institute, Columbia, SC.
  • Martyn, J., & Sung, Y. T. (2018, April). Title IX: An exploratory case study of northern vs. southern universities proportionality compliance. College Sports Research Institute, Columbia, SC.
  • Traugutt, A., Augustine, J., & Sung, Y. T. (2018, February). Efficient Market Hypothesis in the National Hockey League Wagering Market. Applied Sport Management Association, Waco, TX.
  • Kim, M., Kim, A., & Sung, Y. T. (2017, September). The Perception of Instant Replaying System in Sport: Fair or Fun?. European Association for Sport Management, Bern, Switzerland.
  • Sung, Y. T. (2016, May). The National Football League schedule and efficient market hypothesis: Trends caused by rest days. North American Society for Sport Management, Orlando, FL.
  • Kim, Y., & Sung, Y. T. (2016, May). The comprehensive format and method for sport marketing case studies. North American Society for Sport Management Teaching and Learning Fair, Orlando, FL.
  • Kim, A., Sung, Y. T., Kim, M., Lee, H-W., & Kim, Y. D. (2014, October). Sponsorship as a partnership opportunity in the network economy: The congruency between sponsorship network portfolio and strategic alliances portfolio. Sport Marketing Association, Philadelphia, PA.
  • Sung, Y. T., Kim, A., Yoon, J., Willett, M., & Pedersen, P. (2014, September). The sponsorship network portfolio of the Olympic Games: Examining the strategic management of corporate partners from a network perspective. European Association for Sport Management, Coventry, UK.
  • Lee, C., Sung, Y. T., Kim, H. M., & Laura, P. (2014, September). Serious leisure of international students and culturalization. World Leisure Congress, Mobile, AL.
  • Sung, Y. T. (2014, May). A potential bias in the NFL betting market related to the number of days off. Marvalene Hughes Research in Education Conference, Tallahassee, FL.
  • Sung, Y. T. (2012, May). Do NFL bettors act like sports fans or investors? A comparison of the influential factors in sports betting. North American Society for Sport Management, Seattle, WA.

Grants and Sponsored Research

  • a) Developing Assessment Strategies for a New Undergraduate Program and an Established Doctoral Program (Co-investigator). University of Northern Colorado
    • Grant funded $1,500
    • Funding Dates: July 2019 to June 2021
  • b) Assessing a Recently Created Undergraduate Program and an Established Doctoral Program. (Co-investigator). University of Northern Colorado (Not funded)
  • c) The Effect of Sport Industry Loan Program on Beneficiaries’ Business Performance: An Analysis of Profitability Ratios and In-Depth Interview (Co-investigator). National Research Foundation of Korea
    • Grant Funded (Approx. $5,000).
    • Funding Dates: November 2015 to October 2016.
  • d) The Congress of Graduate Students, Florida State University (2014)
    • Grant funded $500
  • e) Florida State University Sport Management Graduate Enhancement Award (2014)
    • Grant funded $250
  • f) Council on Research in Education, College of Education, Florida State University (2012)
    • Grant funded $350