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2018 Summer ÂÜÀòÉç¹ÙÍø Conference
August 10-12, 2018 – Boston, MA
Sport & Sponsorship-Linked Marketing Special Interest Group (SportSIG)

“Applying Analytics to Sponsorship-Linked Marketing”

The Sport & Sponsorship-Linked Marketing Special Interest Group (SportSIG) of the ÂÜÀòÉç¹ÙÍø (ÂÜÀòÉç¹ÙÍø) is soliciting research abstracts for inclusion in a special session proposal for the 2018 Summer ÂÜÀòÉç¹ÙÍø Conference in Boston, Mass. on August 10-12, 2018.

Abstracts should be limited to 500 words in length and may be on any topic related to sport or sponsorship-linked marketing. However, abstracts featuring quantitative research related to the session theme of “Applying Analytics to Sponsorship-Linked Marketing” are especially encouraged.

Session Overview

In 2016, global sponsorship spending surpassed the $60 billion threshold for the first time, following a 4.6% increase in spending from 2015 (IEG, 2017). The growth in sponsorship spending by brand marketers over the past year surpassed both that of advertising and traditional marketing/promotional activities, with each rising 4.3% and 4.0% in 2016, respectively (IEG, 2017). Based on these trends, it is evident that sponsorship has become an indispensable segment of the marketing mix for brand marketers. At the same time, 70% of every dollar devoted to sponsorship is allocated to sport organizations (IEG, 2017), making it a crucial revenue source necessary for the continued survival of sport organizations around the globe.

However, the growth in sponsorship spending has not been matched by advancements in the industry’s ability to quantitatively analyze and measure the performance of these increasingly expensive agreements. While the sport industry has benefitted from a marked increase in the application of advanced quantitative methodologies, or analytics, these advancements have in many instances been relegated to the area of on-field performance.

Thus, this session proposes to spotlight advancements in the application of analytics to outcomes related to sponsorship-linked marketing. Potential methodologies that may be utilized to analyze sponsorship-linked marketing related data include multilevel modeling approaches such as hierarchal linear modeling (HLM; i.e., Todd et al., 2005), alternatives to ordinary least squares (OLS) regression models such as probit or logit models (i.e., Mills et al., 2017) or survival analysis modeling approaches (i.e., Cobbs, et al., 2017; Jensen & Cornwell, 2017).

The deadline for abstracts to be considered for the special session proposal is February 1, 2018.

The best composition of submitted abstracts will be compiled into the special session proposal and authors will be notified within 10 days of the submission deadline of their inclusion in the proposal.

Key Dates:

Deadline for submission of abstracts: February 1, 2018

Notification of inclusion in special session proposal: February 10, 2018

Requirements for submission: Each submission should contain a 500-word abstract that includes the title of the paper and the names/affiliations of each author. In addition, an alphabetical list of references must be included. The submission should be single spaced, and use 12-point Times New Roman font.

NOTE: At least one author from each abstract selected for inclusion in the special session will need to register and attend the 2018 Summer ÂÜÀòÉç¹ÙÍø Conference. 

Submissions and/or questions should be directed to Session Chair Jonathan A. Jensen at jajensen@email.unc.edu, or another member of the SportSIG leadership team.

SportSIG Leadership Team:

Chair: Darin W. White, Ph.D., Professor and Chair, Department of Entrepreneurship Management and Marketing, Executive Director, Center for Sports Analytics, Brock School of Business, Samford University, Darin.White@Samford.edu,

Vice Chair: Jonathan A. Jensen, Ph.D., Assistant Professor, Sport Administration, University of North Carolina at Chapel Hill, jajensen@email.unc.edu,

Vice Chair: Kirk Wakefield, Ph.D., Edwin W. Streetman Professor of Retail Marketing, Hankamer School of Business, Baylor University, Kirk_Wakefield@baylor.edu,

Vice Chair: Lane Wakefield, Ph.D., Assistant Professor, Sports Marketing and Analytics, Stetson School of Business and Economics, Mercer University, Wakefield_LT@mercer.edu,

Additional information about the 2018 Summer ÂÜÀòÉç¹ÙÍø Conference can be found here.

ÂÜÀòÉç¹ÙÍøt SportSIG:

The mission of SportSIG is to expand the knowledge base in the field of sport and sponsorship-linked marketing and further develop the academic community dedicated to this field through collaborative scholarly activities and outputs focused on the research, teaching and practice of sport marketing. Follow us on Twitter .

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