Baylor Professor Named 'Emerging Scholar in Sport Marketing'

May 3, 2021

A Baylor Marketing professor earned multiple national recognitions from the American Marketing Association (AMA).

Lane Wakefield, clinical assistant professor of Marketing, received the "Emerging Scholar in Sport Marketing" award from AMA’s Sport & Sponsorship-Linked Marketing Special Interest Group (SportSIG). The honor is awarded on the strength of publications in high-ranking marketing and sport management journals.

SportSIG also recognized Wakefield for his contributions to the "Paper of the Year" in Sport Marketing. The paper, "Understanding sponsorship: A consumer centric model of sponsorship effects," was co-authored by Lane Wakefield and Kirk Wakefield, the Edwin W. Streetman Professor of Retail Marketing at Baylor. Kevin Keller from Dartmouth College also served as co-author on the paper, which was published in the Journal of Advertising.

Both Lane and Kirk will be presented with a plaque and honored virtually at the 2021 AMA Summer Academic Conference in August.