Luke L. Mao

Luke L. Mao

Associate Professor of Sport Administration

University of New Mexico


Welcome to my personal webpage! I am an Associate Professor of Sport Administration. Through the lens of postpositivism, my overarching research agenda is to examine the impacts of consumer resources and marketing mix variables on sports-related consumption and sport firms’ performance. I have published over twenty peer-reviewed articles in leading sport management journals and authored four book chapters.

My professional memberships include the North American Society for Sport Management (NASSM), Sport Marketing Association (SMA), European Association of Sport Economics (EASE), and International Association of Sport Economists (IASE).

My current teaching rotation includes Sport Marketing and Promotions (PEP547), Research Design in HPER (PEP/HED507, Introduction to Sport Administration (PEP539), Seminar in Sport Research (PEP618), and Sport Consumer Behavior (PEP614).

Download my curriculum vitae.

  • Customer Experience and Service Marketing
  • Sporting Events and Co-Branding
  • Social Media Analytics
  • Information Processing and Sport Consumer Behavior
  • Sports Gambling
  • PhD in Health and Human Performance (Sport Management), 2013

    University of Florida

  • MEd in Sport Management, 2006

    Shanghai University of Sport, China

  • BA in English and International Business, 2002

    Jiangsu University, China




Research Design in HPER


Introduction to Sport Management


Sport Marketing and Promotions


Sport Consumer Behavior


Research Seminar in HPER


  • Johnson Center B16B, University of New Mexico, Albuquerque, NM 87131