Kirk Wakefield (PhD, MBA) has been a marketing professor at Baylor University since 2002, where he wrote the book on Team Sports Marketing, used by Baylor, Ohio State, Kentucky, Tennessee, Texas, Texas A&M, Houston, UMass, Penn State, Samford and many more. Since 2004, Wakefield has led the Center for Sales Strategy in Sports & Entertainment (S3E) at Baylor, placing hundreds of graduates into sports sales & analytics roles. Dr. Wakefield is a regular SportsMoney contributor to Forbes.com. He has published scores of journal articles in elite journals, garnering over 15,000 citations, placing him in the top 2% of all science researchers according to Stanford University. In 2017, Wakefield launched his research company (www.wakefield.global) that now serves over 60 pro clubs and many national brands to scientifically measure partnership impact.