Nataliya Bredikhina is a PhD student in Sport Management and a Presidential Fellow at Fox School of Business. Her research is positioned within the domain of sports branding with a primary focus on strategic personal brand management in sports. Nataliya’s work has been published or accepted in some of the leading academic journals on sport management, including European Sport Management Quarterly, Sport Marketing Quarterly, Journal of Sport Management and others. In June 2022, Nataliya’s research on authenticity negotiation in elite athletes’ personal branding on social media won the prestigious North American Society for Sport Management Student Research Competition. At Temple University, Nataliya has served as a Graduate Research Assistant at the School of Sport, Tourism and Hospitality Management and the Sport Industry Research Center and taught sports marketing at the undergraduate level.

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 data science project work at MarketCast within the framework of the 2019 Women in Sports Tech, Inc. Fellowship program.