Conference participants receive a digital copy of the conference proceedings approximately one week ahead of the conference.

Non-members may purchase digital proceedings by contacting customerservice@ama.org or purchase a print copy via the 蹤獲扦夥厙’s official .

Winter Academic Conference | February

Marketing & Public Policy Conference | June

Summer Academic Conference | August

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Important Timeline for SIG Leaders

• July 1: Start of the New Fiscal Year
• August: 蹤獲扦夥厙 Summer Academic Conference
• September 15: SIG Leadership Updates are Due to 蹤獲扦夥厙 Support Center
• December: Winter 蹤獲扦夥厙 Award Orders + Reception Details Due
• February: MA Winter Academic Conference
• June: Summer 蹤獲扦夥厙 Award Orders Due
• June 15: Due Date for Fiscal Year Spending

SIG Guidelines and Reporting | SIG Processes | SIG Documents | SIG and 蹤獲扦夥厙 Branding Guidelines | Pop-Up SIGs

Can’t find what you are looking for? Please do not hesitate to reach out to membersupport@ama.org for help.

SIG Guidelines and Reporting

• 1 Year, 3 Year and 5 Year Guidelines Overview
• 1 Year Guidelines (July 2023 – June 2024)
• 3 Year Guidelines (July 2025 – June 2026)
• 5 Year Guidelines (July 2027 – June 2028)

SIG Processes

SIG Documents

Every SIG has a personalized SIG Overview Document. These documents include important dates, a live budget, a list of active academic members, and a list of contacts who have previously been members or affiliated for wider outreach. Since these documents have individual budget information, they are not linked on this page. If you are a SIG Leader and need access, please contact rfickett@ama.org to resend you your SIG Document link.

SIG and 蹤獲扦夥厙 Branding Guidelines

Pop-Up SIGs

Pop-up SIGs are temporary entities (formed for a period of one to three years) created to address emerging topics in marketing that typically fall at the intersection of existing SIGs or around new substantive/thematic developments in the field. The Organizational Frontlines group has been successful in holding programming and attracting members from diverse SIGs in the past and that is the pilot as a Pop-up SIG. These may transition into SIGs of their own if they have enough members at the end of three years or may be folded into existing SIGs (provided the SIG agrees to merge with the Pop-Up). It is a way for 蹤獲扦夥厙 to promote new topic areas within marketing, and to highlight topics at the intersection of different sub-fields in marketing.

Pop-Up SIG Applications are approved by the Academic Council, and Pop-Up SIGs may receive a budget of up to $1,000 per fiscal year to support their efforts and programming. 

The Academic Councils reviews at their quarterly meetings.

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Interorganizational Lifetime Achievement Award

The 2019 蹤獲扦夥厙 IOSIG lifetime award recipient is Professor James R. Brown, a Professor Emeritus of Department of Marketing in the John Chambers College of Business & Economics at West Virginia University, USA.

Selling and Sales Management SIGS Lifetime Achievement Award

The 2019 SalesSIG lifetime achievement recipient is Jagdip Singh, AT&T Professor of Marketing, Co-Director of MSM-Business Analytics Program, and Professor of Design & Innovation, Weatherhead School of Management at Case Western Reserve University.

Marketing for Higher Education SIG Lifetime Achievement Award

V Kumar is the recipient of the Marketing for Higher Education SIG���s 2019 Lifetime Achievement Award. 

MASSIG Lifetime Achievement Award

Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing, Marquette University, and winner of the 2019 Marketing and Society SIG Lifetime Achievement Award. Winners of this annual award have contributed a significant body of work in developing and advancing research in the Marketing and Society, Public Policy, and/or the Marketing Ethics areas. This award is given to individuals who exemplify outstanding scholarship in these fields. 

Significant Contributions to Global Marketing Award

The Global Marketing SIG is pleased to announce that David A. Griffith is the recipient of the 2019 Significant Contributions to Global Marketing Award. The Significant Contributions Award honors a scholar who has contributed significantly to the field of global marketing.

Churchill Award for Lifetime Contributions to Marketing Research

The Marketing Research SIG Award Committee has selected Gerard J. Tellis as the recipient of the 2019 Churchill Award for Lifetime Contributions to Marketing Research.

The Churchill award recognizes an individual���s contribution to marketing research including new methodologies, seminal publications, books, awards and other notable contributions.

Sport & Sponsorship-Linked Marketing SIG Paper of the Year

Mazodier, Henderson, & Beck’s JM is “Paper of the Year”

The group’s “Paper of the Year” in Sport Marketing is entitled “.” Published in the Journal of Marketing in 2018, the paper was authored by Marc Mazodier, Conor M. Henderson, and Joshua T. Beck

Published in the Journal of Marketing, the results of Mazodier, Henderson, and Beck (2018) suggest that in today’s digital era sponsors should prioritize fans who have been commonly ignored: highly identified fans who are out-of-market. Such fans may be even more motivated to both buy team goods and actively choose products from sponsoring brands. The results of a series of experiments involving fans of the English Premier League, the Los Angeles Lakers, Paris Saint Germain, and the National Football League recommend that sponsors should microtarget fans by audience location and interests on social platforms to achieve various sponsorship-linked marketing objectives. 

Entrepreneurial Marketing SIG Gerald E. Hills Best Paper Award

Nicole Coviello and Richard Joseph have won the EM SIG‘s Gerald E. Hills Best Paper Award for their 2012 JM article:

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Chicago, May 28, 2019 ��� Researchers from University of Oregon and Zayed University (UAE) published a new paper in the Journal of Marketing, which finds that sports fans exhibit more favorable attitudes towards sponsors who adopt the team colors, such as Anheuser Busch customizing Bud Light beer cans to match each NFL team it sponsors. Fans exhibit a higher likelihood to visit, buy, and recommend the sponsor.

The study forthcoming in the May issue of the Journal of Marketing titled ������ is authored by Conor M. Henderson, Marc Mazodier, and Aparna Sundar.

It���s increasingly difficult to connect with consumers in the modern media era. TV viewers stream or record shows to watch ���on demand��� only to skip past commercials. Even if they watch ���live��� programing on a big screen TV, they turn to their ���second screen��� mobile device during commercial breaks.

This is one reason why global brand managers sponsoring sporting events���consumers still watch them live and often in groups. For example, in 2018, 88 of the top 100 TV broadcasts were sports, demonstrating why brands rush to sponsor teams. Spending on sports sponsorships exceeds $62 billion worldwide, with growth outpacing general advertising 4.3% to 2.6%. In a world of digital fragmentation, sports is one of the last ways to reach the mass market.

Because sponsor images, such as logos on athletes��� clothing or on stadium walls, make brief appearances during games, brand managers know that compelling visual design is critical to creating consumer brand affinity and recall. However, some companies are now violating the established branding principle of maintaining a consistent visual image over time to reinforce a brand���s identity, and instead they are adopting a sponsored team���s colors when displaying their logo in sponsorship settings. For example, in the 2016 NFL season, Bud Light customized its beer cans to visually match each team it sponsors. This research suggests that shedding its iconic blue color in favor of each sponsored team���s colors may have enhanced the effectiveness of its $1.4 billion NFL sponsorship. Kaiser Permanente dressed its logo in red (instead of blue) when advertising in the Boston Red Sox stadium.

This move is controversial. On one hand, matching brand���team colors may reduce attention, as eye-tracking experiments find that sponsorship signage with contrasting colors better captures viewers��� attention. On the other hand, past research demonstrates that students evaluate brand advertisements supporting a cause more favorably when the brand���s and the cause���s colors match.

To clarify which strategy yields the best results, the researchers investigated the performance implications of visual congruence (i.e., when a brand sponsor matches the team���s colors) in stadiums and using actual fan data. They posited that visual congruence enhances sponsorship performance, as long as the viewer processes the visual information. In other words, the viewer should have the opportunity (i.e., exposures to signage), ability (i.e., no color blindness), and motivation (i.e., fan status) to process the visually congruent color matching. ���With these viewer characteristics as preconditions, we predict that fans evaluate visually congruent sponsorships more positively because the brand assumes the shared identity of a raving fan,��� said Henderson.

The reported studies incorporate brand sponsor evaluation data from 1,358 participants across three studies in different sports and sponsorship advertising contexts. The first study ties actual in-stadium sponsorship signage from every MLB stadium to 703 fans��� evaluations of their teams��� brand sponsors. The resulting 15,289 ratings reveal a positive effect of visual congruence on fan attitudes toward the sponsorship. As predicted, the positive effects disappear when fans have not viewed enough games or are color-blind.

The second study, set in the context of sponsor product packaging similar to Bud Light���s custom NFL cans, verifies that perceived sponsor support drives the positive effect of visual congruence on attitudes toward the sponsorship. The third study featured digital advertising that promoted the Golden State Warriors, an NBA team, along with their main jersey sponsor Rakuten. It found that visual congruence through color matching drives favorable attitudes and behavioral intentions among fans, but not among nonfans. Targeting is key���a visually congruent sponsorship ad (vs. incongruent ad) prompts fans to rate the brand about 17% more favorably on a composite of brand performance metrics, but there is a marginal indication that nonfans recall the brand less frequently.

���Our findings reveal the importance of color beyond its connotative meaning. Color signifies a brand sponsor���s genuine support of the team, which is critical because fan attributions partly determine sponsorship success. Despite the strong argument for keeping branding elements consistent, our findings support the view that sponsors win when their brands support the home team,��� explains Mazodier. For instance, until recently Bank of America used its traditional red and blue colors during its sponsorship of Chicago’s St. Patrick’s Day 8K Shamrock Shuffle fun run. However, Bank of America now adopts the green and white colors that adorn the whole city on that day.

Overall, adopting a team���s colors in sponsorship can help brands maximize sponsorship return on investment.

Full article and author contact information available at:

See other media releases from the Journal of Marketing

蹤獲扦夥厙t the Journal of Marketing

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the 蹤獲扦夥厙 since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Christine Moorman (T. Austin Finch, Sr. Professor of Business Administration at the Fuqua School of Business, Duke University) serves as the current Editor in Chief.
/jm

蹤獲扦夥厙t the 蹤獲扦夥厙 (蹤獲扦夥厙)

As the largest chapter-based marketing association in the world, the 蹤獲扦夥厙 is trusted by marketing and sales professionals to help them discover what’s coming next in the industry. The 蹤獲扦夥厙 has a community of local chapters in more than 70 cities and 350 college campuses throughout North America. The 蹤獲扦夥厙 is home to award-winning content, PCM簧 professional certification, premiere academic journals, and industry-leading training events and conferences.

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Follow 蹤獲扦夥厙 SportSIG on Twitter:

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Sport and��Sponsorship-Linked Marketing��Vice Chair, Conference Programming:
Ashley Stadler Blank
Xavier University
stadlera@xavier.edu

Sport and Sponsorship-Linked Marketing Vice Chair, Finance and Development:
Kirk Wakefield
Baylor University
Kirk_Wakefield@baylor.edu

Sport and Sponsorship-Linked Marketing Vice Chair, Industry Engagement/Social Events:
Lane Wakefield
Mercer University
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Distinguished Career Contributions to the Scientific Understanding of Sport Business Award

The Distinguished Career Contributions to the Scientific Understanding of Sport Business award is the highest honor of SportSIG and recognizes scholars who have made a significant contribution to the scientific understanding of the business of sport throughout a substantial career in academia.

Previous Winners

• T. Bettina Cornwell, University of Oregon
• Stephen Greyser, Harvard University
• Kevin Gwinner, Kansas State University
• Lynn Kahle, University of Oregon
• Scott Kelley, University of Kentucky
• Robert Madrigal, California State University, Chico
• Tony Meenaghan, University College Dublin
• Norm O’Reilly, University of Guelph
• Gregory Pickett, Clemson University
• Pascale Quester, Swinburne University
• Dennis Sandler, Pace University
• Kirk Wakefield, Baylor University

Emerging Scholar in Sport Marketing Award

This award recognizes a scholar in the early stage of his or her career who has significantly contributed to the scientific study of sport and/or sponsorship-linked marketing.  Award candidates may include Ph.D. candidates who have advanced beyond the comprehensive exam (i.e., ABD status), as well as pre-tenure faculty members.  

Previous Winners

2020: Ashley Stadler Blank, Xavier University
2019: Yonghwan Chang, University of Minnesota
2018: Thilo Kunkel, Temple University
2017: Jonathan A. Jensen, University of North Carolina, Chapel Hill
2016:��Christopher Lee, Arizona State University
2015: Cody Havard, University of Memphis

Paper of the Year in Sport Marketing Award

The Paper of Year in Sport Marketing Award recognizes outstanding publications that have made a significant contribution to improving our understanding of the academic study of sport marketing and practice. 

Previous Winners

Henderson, C. M., Mazodier, M., & Sundar, A. (2019). The color of support: The effect of sponsor���team visual congruence on sponsorship performance. Journal of Marketing, 83(3), 50-71.

Mazodier, M., Henderson, C. M., & Beck, J. T. (2018). The long reach of sponsorship: How fan isolation and identification jointly shape sponsorship performance. Journal of Marketing, 82(6), 28-48.

Woisetschl瓣ger, D. M., Backhaus, C., & Cornwell, T. B. (2017). Inferring corporate motives: How deal characteristics shape sponsorship perceptions. Journal of Marketing, 81(5), 121-141. 

Cobbs, J., Tyler, B. D., Jensen, J. A., & Chan, K. (2017). Prioritizing sponsorship resources in Formula One Racing: A longitudinal analysis. Journal of Sport Management, 31(1), 96-110. 

Close, A. G., Lacey, R., & Cornwell, T. B. (2015). Visual processing and need for cognition can enhance event-sponsorship outcomes. Journal of Advertising Research, 55(2), 206-215.

Jensen, J. A. & Cobbs, J. B. (2014). Predicting return on investment in sport sponsorship. Journal of Advertising Research, 54(4), 435-447.

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