Dr. Kirk Wakefield is the founder and Chief Research Officer of Wakefield Research Partners, a research firm measuring partnership and brand impact for over 20 pro teams. He is also the Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Sports Strategy & Sales (S3) program and author of the book Team Sports Marketing. Kirk is a regular contributor to Sports Money on Forbes.com and his scholarly works appear in the Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science.
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