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Chicago, IL – The ÂÜÀòÉç¹ÙÍø’s (ÂÜÀòÉç¹ÙÍø) Sport & Sponsorship-Linked Marketing Special Interest Group (SportSIG) has named Robert Madrigal and Yonghwan Chang its major award winners in 2019. 

Additionally, the group’s "Paper of the Year" in Sport Marketing is entitled "The long reach of sponsorship: How fan isolation and identification jointly shape sponsorship performance." Published in the Journal of Marketing in 2018, the paper was authored by Marc Mazodier, Conor M. Henderson, and Joshua T. Beck.

Madrigal has been awarded this year’s Distinguished Career Contributions to the Scientific Understanding of Sport Business Award. Madrigal’s work on sport marketing and sponsorship has been cited more than 5,500 times and published in Journal of Advertising, Journal of Consumer Psychology, Psychology & Marketing, Journal of Business Research, and the Journal of Business Ethics. Madrigal has been a mentor to dozens of doctoral students, with 10 student co-authors appearing on papers having been published in the past 10 years. Madrigal served as Academic Director of the Warsaw Sports Marketing Center at the University of Oregon, where he earned his doctoral degree in 1990. Madrigal also taught at The Ohio State University and Arizona State University and currently serves as a marketing professor at California State University, Chico. 

Chang, an Assistant Professor at the University of Minnesota, has been named the winner of the 2019 "Emerging Scholar in Sport Marketing" award. Chang earned a PhD in Sport Management from the University of Florida in 2016 and has published more than 15 manuscripts in a wide variety of journals across the fields of sport management and marketing, including first-author publications in the Journal of Sport Management, Sport Management Review, European Journal of Marketing, Psychology & Marketing, Journal of Services Marketing, and the Journal of Brand Management. For his efforts, he will be honored as a North American Society of Sport Management (NASSM) Research Fellow in May.

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.

Panels of judges comprised of former SportSIG awardees chose winners in each category from the groups of nominees. Each award winner will be presented with a plaque and honored at a special pre-conference event prior to the 2019 ÂÜÀòÉç¹ÙÍø Summer Academic Conference in Chicago on August 9, 2019.