Kirk Wakefield, PhD

Kirk Wakefield is the Edwin W. Streetman Professor of Retail Marketing and executive director of Sports Sponsorship & Sales at Baylor’s Hankamer School of Business. His research in retailing, covering more than two decades, focuses primarily upon 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. Wakefield is the author of Team Sports Marketing, now widely used in universities nationwide and available online at www.teamsportsmarketing.co