Kirk Wakefield

Kirk Wakefield

Dr. Kirk Wakefield is the Edwin W. Streetman Professor of Retail Marketing and executive director of Sports and Entertainment Marketing at Baylor’s Hankamer School of Business. His research in retailing covering more than two decades focuses primarily upon sports psychology, team sports marketing, entertainment marketing, and fan and consumer response to pricing and promotional tools. He has conducted fan research in almost every venue in sports including the NBA, NFL, MLB, MLS, NHL, and NASCAR.

He has developed the Sports Sponsorship & Sales program and its advisory board of 35 major league teams, and the Music & Entertainment Marketing program with its own student-run entertainment company and record label (

His research has been published articles in the Journal of Marketing, Journal of Consumer Research, Journal of Retailing, Journal of Academy of Marketing Science, Journal of Advertising, and the Journal of Advertising Research, among others. He is on the Editorial Review Board of the Journal of Sport Management.

 Dr. Wakefield has been interviewed by numerous media including The Huffington Post, Christian Science Monitor, USA Today, Sports Business Daily, Atlanta Journal Constitution, Sacramento Bee, San Antonio Express-News, Baltimore Sun, Kansas City Star, Milwaukee Journal Sentinel, Detroit News, Fort Worth Star-Telegram, Los Angeles Times, and Chicago Tribune, among others. 

Dr. Wakefield received his bachelor’s degree in business administration in 1980 from Southwest Baptist University, his master’s degree in business administration from Baylor in 1981 and his doctoral degree from Saint Louis University in 1991.