• Meet Baylor’s nationally recognized expert in sports marketing

    Dr. Kirk Wakefield

    At a Baylor sporting event, there’s a good chance you’ve participated in a green-out, gold-out or #StripeMcLane game. Did you ever stop and think about where or why this trend started?

    Dr. Kirk Wakefield, MBA ’81, has. More importantly, he’s also thought about the future and fundamentals of advertising and branding in sports, ticket sales, sports viewership and more. As a top expert in the field of sports marketing, his thoughts on such topics are frequently shared in top national publications.

    Since 2002, Wakefield has taught marketing in Baylor’s Hankamer School of Business; he also developed and leads Baylor’s popular “S3” program — Sports, Strategy and Sales. As the country’s only complete major in sports sales, S3 has earned a reputation for excellence in the sports industry, as Wakefield has mentored students who now work in virtually every major U.S. sport, and at nearly every level.

    He’s also highly sought after for commentary on various sports marketing issues, having been quoted in outlets as varied as ForbesThe Atlantic, Slate and Variety. And, whether they’re at Baylor or not, sports marketing students across the country benefit from his expertise; Wakefield literally wrote the textbook that many schools use for sports business classes.

    Sic ’em, Dr. Wakefield!

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