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Baylor's S3 Program Launches Online Sports Sales and Marketing Publication

March 19, 2013

Baylor University's Sports Sponsorship & Sales (S3) program launched the S3 Report, a monthly online publication ( featuring the best sales and marketing practices shared by the sports industry.

Under the guidance of Kirk Wakefield, Ph.D., Professor and Holder of the Edwin W. Streetman Professorship in Retail Marketing and executive director of sports and entertainment marketing in Baylor's Hankamer School of Business, Baylor offers the only business major in Sports Sponsorship & Sales (S3) in the country.

The Baylor S3 Report aims content at management executives and employees of professional and college sports nationwide with over 60 executives from leading franchises in every sport contributing to the report.

"The S3 Report provides a way to bridge the gap between what we know and how to do it," Wakefield said. "Each article explains from the manager's viewpoint the steps needed to solve business problems and why it works. Plus, we always have comments or insights from two other executives n addition to the author. So, it's not just one person's opinion."

Recent contributors include, Ben Milsom, director of sales at the Tampa Bay Buccaneers; Charles Johnson, director of ticket sales at the Philadelphia 76ers; Wade Graf, inside sales manager for the Texas Rangers; Tyler Epp, vice president of corporate partnerships for the San Diego Padres and Murray Cohn, vice president of ticket sales at the NBA.

Cohn explains why so many executives in pro sports are involved with the S3 Report. "The S3 Report provides a forum for executives in the NBA and other leagues to share what's working for them and also to learn best practices from others. The writers and the readers include leaders from some of the most innovative franchises and league offices, so I always look forward to contributing and reading whenever I can," he said.

"Our advisory board is such a great wealth of knowledge and creativity, we wanted to provide an outlet to share best practices to help educators, students, and business people in sports," Wakefield said.

Wakefield's research in retailing covers more than two decades and focuses primarily on 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. His textbook is available online at

He has developed the Sports Sponsorship & Sales program and its advisory board of 35 major league teams, and the Brand Engagement and Promotion program with its own student-run entertainment company and record label (

The primary annual sponsors for the report are AT&T and Schlotzky's & Cinnabon with future quarterly sponsors featured in articles.

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