Lane Wakefield

Professional Summary

Lane Wakefield is the director of the Center for Sales Strategy in Sports and Entertainment (S3E) and clinical associate professor of Marketing at the Hankamer School of Business. Wakefield holds a PhD from Texas A&M University.

Wakefield is an expert on partnerships and ephemeral media. His work is published in leading journals, such as the Journal of Advertising and Journal of Interactive Marketing. He also helps brands and properties evaluate partnerships with Wakefield, a consulting agency specializing in sports partnerships. He also advocates and evaluates partnerships in mental health.

Education

• 2016 – PhD, Sport Management, Texas A&M, College Station, Texas
• 2011 – MS, Sport Management, Baylor University, Waco, Texas
• 2010 – BBA, Marketing, Howard Payne University, Brownwood, Texas

Courses

• MKT 3310 – Professional Selling and Communications
• MKT 4341 – Professional Selling and Communications for Sports II
• MKT 3333 – Sports/Entertainment Analytics

Research Interests

Sponsorships, Ephemeral Media, Sports Marketing

Selected Publications

• Wakefield, L. (2024). Conceptualizing ephemerality in online marketing communication for consumers and firms. European Journal of Marketing.
• Jensen, J. A., Wakefield, L., & Walkup, B. (2022). Sponsorship and the Resource-Based View of the Firm: Effects on the Acquisition of Resources, Demand, the Recruitment of Human Capital, and Organizational Performance. Journal of Sport Management, 1(aop), 1-15.
• Wakefield, L., Wakefield, K., Keller, K. L., & Rivers, A. (2021). Are Brands Wasting Money On Sport Sponsorships?: A New Look at Brand Personality, Brand Equity, and Official Sponsorship Effects. Journal of Advertising Research, 61(2), 192-211.
• Wakefield, L., Wakefield, K., & Lane Keller, K. (2020). Understanding sponsorship: A consumer-centric model of sponsorship effects. Journal of Advertising, 49(3), 320-343.
• Wakefield, L. T., & Wakefield, R. L. (2018). Anxiety and ephemeral social media use in negative eWOM creation. Journal of Interactive Marketing, 41, 44-59.