Joon Sung Lee, PhD.

Joon Sung Lee_headshot_1Assistant Professor
Department of Tourism, Recreation & Sport Management

  • Ph.D. in Kinesiology, University of Michigan (2015)
  • M.A. in Sport Science, Seoul National University (2008)
  • B.S. in Physical Education, Seoul National University (2002)
  • Curriculum Vitae
Office: FLG 186A
Address: P.O. Box 118208, Gainesville, FL 32611-8208
Contact: 352-294-1654


Dr. Joon Sung Lee is an Assistant Professor with the Department of Tourism, Recreation and Sport Management at the University of Florida. His primary research encompasses topics surrounding corruption in Sport as a critical sociocultural issue. Focusing on athlete transgression, he has conducted a line of research investigating how sport consumers process an athlete endorser’s transgression information and respond to the troubled athlete in different ways. This line of research has been extended to a variety of topics in athlete endorsement domain.

His recent work has been published in top peer-reviewed business and sport journals (e.g., Journal of Business Ethics, Journal of Sport Management, Sport Marketing Quarterly, and so on). His work has also been quoted by media (e.g. Business Standard,, etc.) to explain sport consumer’s multi- faceted responses to athlete transgression such as Deflategate and Tiger Woods scandal. In 2015, he was selected as a runner-up for the European Association for Sport Management Conference New Researcher Award and a winner of the Sport Marketing Association Conference Best Student Paper Award.

Research Interests

  • Sport Marketing
  • Sport Consumer Behavior
  • Sponsorship and Endorsement
  • Corruptions in Sport
  • Sport Media Behavior


  • HLP 6535  Research Methods
  • SPM 3306 Sport Marketing