Baylor University

Fall 2014 Winners

Darolyn Pierce

Darolyn Pierce

Darolyn Pierce is a Junior at Baylor University majoring in Sports, Sponsorship, and Sales. She was born and raised in Austin, Texas and graduated from Austin High School in Fall of 2012. After graduating in the Spring of 2016 from Baylor with a BBA, she plans to work in the professional sports industry focusing in data and analytics. Her career goals include doing management for a professional sports team. Darolyn loves to travel, go fishing, and go to different sporting events in her spare time.

“It was the hard work and dedication put in from every team member that gave us the results we wanted. Hard work pays off. I couldn’t be more proud of my team.”

“Being able to do everything hands on, I walked away with more knowledge about data and how significant it can be.”

“The best part about winning this project is seeing our work actually be put into action within a well-known network.”

Kyle Koch

Kyle Koch

Kyle Koch, originally from Houston, is a junior accounting major at the Hankamer School of Business at Baylor University in Waco, Texas. Kyle plans to obtain his masters in accounting before pursuing a career after college. He hopes to one day become a CPA and work at an accounting firm. He is an avid Football and Basketball fan who enjoys watching and participating in sporting events.

“I really enjoyed being able to work with such a fantastic group of individuals. It taught me invaluable lessons about teamwork that will transition well into the real world.”

“Being able to work with an organization such as Fox Sports was a wonderful experience because of the regard associated with the Fox Sports name. Furthermore, it provided us with an excellent amount of knowledge about the industry.”

“I really enjoyed being able to work on a project that provided so much real world application and experience. This will be invaluable experience as we move into the real world after we are finished in school.”

Ashley Malik

Ashley Malik

Ashley Malik is a junior from San Antonio, Texas. She is double majoring in Sports Sponsorship & Sales and Finance at Baylor University. Her love of basketball and the San Antonio Spurs has led her to pursue a career in the sports industry. The Sports Sponsorship & Sales program at Baylor has allowed Ashley to discover her passions within the industry. With a passion for both numbers and serving others, Ashley plans to explore career opportunities in customer relationship management or service activation and fulfillment.


“I enjoyed the Fox Sports University project because I was able to complete the full process of creating a marketing strategy based upon the statistical data and analytical tests.”

“The Fox Sports University project is a great opportunity for college students because it allowed me to participate in creating a marketing strategy that will be employed by Fox Sports.”

“I am very grateful for this opportunity because I was able to collaborate with my teammates and apply the concepts from Dr. Wakefield’s class to a real life marketing objective.”

Tod Zhang

Tod Zhang

Tod Zhang is a senior Baylor Business Fellows and Sports Sponsorship and Sales major and Mathematics minor in the Hankamer School of Business at Baylor University. Originally born and raised in Zhengzhou, China, Tod now calls Nashville, TN his second home and is a proud graduate of Montgomery Bell Academy. Upon receiving his BBA degree from Baylor University in the Spring of 2015, Tod wants to start his career working in the CRM and Data Analytics fields in the professional sports and/or entertainment industries. Also a former high school football and basketball letterman, Tod is a sports enthusiast and enjoys reading and sailing/kayaking in his spare time. 

“This project has given me an opportunity to work with an amazing team of bright individuals and an outstanding professor/project director in Dr. Kirk Wakefield.”

“Not only did we learn so much about working and interpreting statistical tests from first-party consumer data in class, but we also got to work with a very knowledgeable and generous Fox Sports marketing team, who treated us to a first-class Dallas Mavericks game-night and behind-the-scenes access to its TV broadcasting resources.”

“We’ve made invaluable connections that will help us tremendously as we move forward as young professionals. Plus, there’s always the big “cool” factor working with a major broadcasting company in Fox and its Fox Sports division.”


Fall 2014 Project Description

In the 2nd year partnering with Baylor University, FOX Sports Southwest and FOX Sports 1 worked with students in Baylor’s S3 program on a research project focused on consumer brand perception across local and national networks. Through their research, students developed a communication strategy to increase consumer awareness in the marketplace.


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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