Capitalizing on Winning a National Championship

Tuesday, June 15, 2021 | 12 p.m. CDT

Championships bring incredible prestige to any athletic program, from high school to college to the pros. Hankamer School of Business Faculty Kirk Wakefield and Lane Wakefield, experts in sales and business analytics in sports, led a panel discussion on the impact of sports championships and how winning teams use this momentum to strengthen a brand and increase fan involvement. Event was be moderated by John Head.


About our Guest Speakers

Kirk WakefieldKirk Wakefield, Ph.D.

Kirk Wakefield, Ph.D. (MBA '81) is the Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Sports Strategy & Sales (S3) program. Kirk is the author of Team Sports Marketing and the founder of Wakefield Research Partners. His scholarly works appear in the Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Advertising, Journal of Advertising Research, and Journal of Sport Management, among others. Kirk is a regular contributor to Sports Money on Forbes.com.

Lane WakefieldLane Wakefield, Ph.D.

Lane Wakefield, Ph.D. (MS '11) is a Clinical Assistant Professor of Marketing at Baylor University, where he is the Director of the S3 program. Prior to joining Baylor faculty in May 2020, Lane worked as an Assistant Professor of Sports Marketing & Analytics at Mercer University. He also held research and teaching positions at Texas A&M University. His scholarly works appear in the Journal of Advertising, Journal of Advertising Research, Journal of Interactive Marketing, and Sport Management review, among others. In April 2021, Lane was named the Emerging Scholar of the Year in Sport Marketing and received the Paper of the Year in Sport Marketing by the American Marketing Association SportSIG.

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