Sungho Cho is an Associate Professor at Bowling Green State University, where he teaches sport law classes in undergraduate and graduate sport management programs at the University. Highly respected among the membership of the Sports and Recreation Law Association, we sought out Professor Cho for the following interview.
Question: How did your interest in sports law come about?
Answer: Throughout my life, I have been involved in various aspects of sports, but it wasn’t until I came to the U.S. for graduate studies that I truly understood the significance of the legal system in the sports business. I recall that my first sports law class at the University of Connecticut focused primarily on risk management, contracts, and tort law. Over time, I came to realize that other areas of law, such as antitrust, labor law, and intellectual property, are intrinsically connected to the sports industry because of the unique nature of sports as a form of entertainment.
Q: How did you end up teaching in the U.S.?
A: After graduating from my alma mater in Seoul, Korea, I spent several years working in the sports merchandising industry. One day, I realized that sport is a huge global business with fascinating socioeconomic implications. Since there were no graduate sports management programs available in my home country at that time, I decided to pursue a master’s degree in the U.S. Initially, I had no plans to pursue a doctoral degree, but my growing interest in sports marketing led me to complete a Ph.D. with a dissertation on brand management in sports sponsorship. While working on my doctoral dissertation, I discovered a significant conceptual gap between sports marketing/communication and trademark law jurisprudence, which inspired me to pursue a law degree. I earned my J.D. from Arizona State University. After a brief period in legal practice, I began teaching sports law and governance classes at Bowling Green State University.
Q: What areas of sports law most interest you?
A: Sport trademarks and copyrights.
Q: What trends are you going to be following in 2025?
A: As demonstrated by the Penn State University v. Vintage Brand (2024), various disputes may arise in the realm of sports trademarks and licensing. Although a federal jury recently ruled in favor of the university, the battle may not be over yet. I will continue to monitor developments in this area of business and delve into the public policy aspects of trademarks.
Q: What’s the best part of being a member of SRLA?
A: The SRLA offers numerous professional development and networking opportunities for sport management scholars and practitioners interested in sport law. I have looked up to those SRLA members who set the standard for the profession. It truly is one of the greatest academic communities in the world!
