Yu is a fourth-year doctoral student in the Division of Sport Management under the guidance of advisor Dr. Gregg Bennett. He works as a Graduate Teaching Assistant for SPMT 304 and SPMT 423. Prior to start at Texas A&M, Yu completed his M.S. in Physical Education from the University of New Mexico, and earned his M.T.I. in Chinese-English Translation and B.A. in English both from Beijing Jiaotong University in China. His primary research interests involve examining how fans interact with human brands in both traditional sports and eSports contexts.