Young-Tae Kim, Ph.D., Assistant Professor of Sport Management has more than 13 years of industry experience in the sport field, including five years as director of sport marketing in Hyundai’s in-house marketing communication agency, where he oversaw Hyundai Motor Company's international sport marketing programs such as the FIFA World Cup and European football championships.
What are your thoughts on the U.S. Women’s soccer team winning the FIFA 2015 Women’s World Cup?
“The U.S. women’s soccer team has won the 2015 FIFA World Cup title and claimed its status as the best women’s soccer team in the world. Intuition tells us such a huge success may bring in a lot of craze and interest, but these may only be short term. Despite winning the World Cup title back in 1999, the Women's United Soccer Association faced a demise shortly after in 2003, for example.
Women’s sports lags far behind men’s in many categories such as television coverage, corporate sponsorship and prize money—not to mention player salaries. Stakeholders of women’s soccer must find ways to take advantage of the latest momentum. But how? What will it take to extend the current success into an ongoing successful development of women’s soccer?”
Given this information, how can Lasell College Sport Management graduate students make an impact on the sports marketing industry?
“Sports marketers are continually reevaluating and redefining the roles and responsibilities of various stakeholders and their relationships. They develop breakthrough and innovative business platforms, programs and processes to make real differences in sports. Our graduate students are capable of building complex business models based on deep understandings of sports and business. They test established models with sound and reliable methodological schemes, advancing knowledge bases in sports management and making practical contributions to the industry. I am thrilled to see our graduates growing as capable sports managers, innovators, and problem solvers and making real differences in the sport industry.”