Baylor University

Fall 2017 Project Description

Baylor’s Sports Sponsorship and Sales students were challenged by FOX Sports Southwest to establish a campaign that creatively tells the story of the new era of Baylor Athletics.


Professor Profile

Kirk Wakefield

Kirk Wakefield

Kirk Wakefield, Edwin W. Streetman Professor of Retail Marketing. As Executive Director of the Sports & Entertainment academic programs at Baylor University, Kirk established the industry-leading Baylor S3 Report (, the Sports Sponsorship & Sales (S3) program, and the Brand Engagement and Promotion (BEaP) program with its own student-run record label ( and entertainment company. Kirk is a Consulting Scholar with BAV Consulting. In 2013, he received Baylor University’s Outstanding Faculty Award for Scholarship. Kirk serves on the Editorial Review Board of the Journal of Sport Management. As CEO of Team Sports Marketing Solutions, Kirk provides sponsorship measurement services to the San Diego Padres, Cleveland Browns, and other sports & entertainment properties and brands.

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