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Baylor Professor's Paper is a Finalist for MIT's Sports Analytics Conference

Feb. 21, 2012

A paper authored by Dr. Kirk Wakefield, Edwin W. Streetman Professor of Retail Marketing in the Hankamer School of Business at Baylor University, and Anne Rivers, senior vice president at Brand Assets Consulting, is one of 10 finalists for best paper at the upcoming MIT Sloan Sports Analytics Conference.

Selected from among more than 100 submissions, the paper, "The Effect of Fan Passion and Official League Sponsorship on Brand Metrics," reports on the value of official sponsorships in the NFL, based on a longitudinal study of sponsors and competitors from 2008 to 2010. ESPN is allowing fans to vote for the best paper in an online ESPN SportsNation poll.

The Sloan conference attracts speakers such as Mark Cuban (owner, Dallas Mavericks), Daryl Morey (GM, Houston Rockets), Bob Bowman (president/CEO, MLBAM), Brian Burke (president/GM, Toronto Maple Leafs), Drew Carey (owner, Seattle Sounders), Gary Bettman (NHL commissioner), George Postolos (president/CEO, Houston Astros) and many more.

Wakefield will present the paper at the conference in Boston on March 2-3.

Wakefield, who also is executive director of sports and entertainment marketing at Baylor's Hankamer School of Business, researches sports psychology, team sports marketing, entertainment marketing, and fan and consumer response to pricing and promotional tools. He has conducted fan research in almost every venue in sports, including the NBA, NFL, MLB, MLS, NHL, and NASCAR. He is the author of the textbook Team Sports Marketing.

Wakefield also serves as editor of The Migala Report, the industry-leading publication featuring best practices in sports sales and marketing.

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