Seongjin Park, PhD

Assistant Professor, Sport Management

905 688 5550 x3762
[email protected]

Dr. Seongjin Park joined the Department of Sport Management at Brock University in July 2025. He earned his doctoral degree from Texas A&M University in the United States and his master’s degree from Seoul National University in South Korea. During his graduate studies, he focused on two primary research areas: sport consumer psychology and consumer biases & prejudice. To provide intellectual knowledge in these areas, he employs a variety of methodological approaches, including experimental designs.

Prior to his academic career, Dr. Park was a judo athlete and gained professional experiences in the international sport industry. He served as a Manager in the Media Operations for the PyeongChang 2018 Olympic and Paralympic Winter Games Organizing Committee and later worked at the International Judo Federation. These experiences continue to inform his research and teaching by bridging sport management theory with real-world practice.

Research Interests

  • Sport Marketing
  • Sport Consumer Psychology
  • Consumer Biases & Prejudice
  • Data Analytics

Professional Affiliations, Accreditations and Certificates

  • North American Society for Sport Management
  • Sport Marketing Association
  • European Association for Sport Management

Scholarly Publications

Park, S.-J*., & Singer, J. N. (2026). Consumers’ intergroup responses to winning teams’ hubristic (vs. humble) messages. Sport Marketing Quarterly, 1-13.

Park, S.-J*. (2026). When promotions do not work: The role of privacy concerns in creating an online account. Sport, Business and Management: An International Journal, 1-15.

Park, S.-J*., & Lee, H. (2025). Cognitive, affective, and behavioral approaches to the formation of individual sport fans’ psychological ownership and its impacts on prosocial behavior, attendance intention, and psychological well-being. Journal of Sport Management, 39(3), 147-162.

Lee, H., Park, S.-J*., Chang, K., & Uhm, J. (2024). How preseason hope impacts fans’ attendance intentions and psychological well-being. Journal of Applied Sport Management, 16(2), 1-11.

Park, S.-J., Jang, N., & Kim, Y*. (2022). The categorization effect on exercise goal progress perception and motivation: The moderating role of self-efficacy. Korean Journal of Sport Science, 33(4), 624-635.

 

*Corresponding Author

Teaching and Service

SPMA 2P92: Data Management and Technology for Sport Management

SPMA 3P94: Sports Analytics

MSMX: 5P24: Sport Insights, Reporting, and Consulting

MSMX: 5P28: Sport Integrity and Ethics

Graduate Student Opportunities

Dr. Park is currently open to supervising a graduate student who wants to pursue a thesis-based MA degree, with an emphasis on sport consumer psychology. Prospective undergraduate students are encouraged to reach out to Dr. Park and express their interests.