Nataliya Bredikhina
Tourism and Sport


Nataliya Bredikhina is a PhD student in Sport Management and a Presidential Fellow at Fox School of Business. Her research focuses on branding in sport, and her portfolio includes projects on a range of brand-related topics, including personal branding of elite athletes, event sponsorship and social media strategy of sports organizations. Nataliya’s work has been presented at leading academic conferences such as those organized by the American Marketing Association and the North American Society for Sport Management. Nataliya serves as a Graduate Research Assistant at the School of Sport, Tourism and Hospitality Management and the Sport Industry Research Center, where she assists with consulting projects for industry partners. She also teaches undergraduate courses within the Sport and Recreation Management department. 

Nataliya brings a diverse background and an insider’s perspective on sports to her research and to the classroom. Born and raised in Moscow, Russia, she arrived in the United States as a NCAA Division I international student-athlete to study at the University of Maryland and compete on its varsity women’s tennis team. She graduated cum laude and Phi Beta Kappa with a double major in Sport and Society, an interdisciplinary major that she designed herself, and French Language and Literature. She holds an MBA and a master’s degree in Sport Business Management from the University of Central Florida. There, as a graduate research assistant at the Institute for Diversity and Ethics in Sport, she engaged in research and monitoring of diversity and ethical issues, such as racism, athlete activism, hiring practices in college athletic departments and academic success rates of NCAA student-athletes. Nataliya’s industry experience includes internships at several sports organizations, including NBC’s Golf Channel and ATP Tour, as well as project work at MarketCast within the framework of the 2019 Women in Sports Tech, Inc. Fellowship program.

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