INTEREST CATEGORY: SPORTS AND SPONSORSHIP
POSTING TYPE: Revisits

Author: Ashley Stadler Blank

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2022 AMA Summer Academic Conference
August 12-14, 2022
Chicago, IL

Sport & Sponsorship-Linked Marketing Special Interest Group (SportSIG)

“Marketing’s Role in Driving Positive Change in Sport & Sponsorship-Linked Marketing”

The Sport & Sponsorship-Linked Marketing Special Interest Group (SportSIG) of the American Marketing Association (AMA) seeks research abstracts for inclusion in a special session proposal for the 2022 AMA Summer Academic Conference.

This year’s conference theme is “Light in the Darkness: Marketing’s Role in Driving Positive Change.”

“The unique challenges of the last two years, including the global pandemic, heightened awareness of racial and social inequity, and urgency around the climate crisis, have permanently altered the marketing landscape, consumer behaviors, and firm strategies. Beyond reacting to the ongoing changes and challenges, this evolving environment presents a unique opportunity for marketers to actively influence our post-pandemic world. The 2022 AMA Summer Academic Conference will emphasize research that illustrates how marketing can play a leading role in driving positive change and building a sustainable future.”

(Call for papers: 2022 AMA Summer Academic Conference)

Related, we have seen several shifts in sport and sponsorship-linked marketing in the last two years. Therefore, this special session focuses on how changes in sport and sport sponsorship can positively impact sport organizations and improve business outcomes.

Abstracts may be on any topic related to sport or sponsorship-linked marketing; however, research related to the session theme of “Marketing’s Role in Driving Positive Change in Sport & Sponsorship-Linked Marketing” is especially encouraged. Potential topics may include (but are not limited to) some of the following (Infront Sports & Media AG, 2022; The Nielsen Company, 2021):

• Athlete platforms
• Cause marketing
• Corporate social responsibility
• Fan touchpoints and engagement
• Media mix (and digital channels)
• Name, image, and likeness (NIL) and sponsoring college athletes
• New (or non-traditional) sponsors
• New (or non-traditional) sports
• New measurement requirements
• New sports technology
• Performance-based and flexible sponsorships

Submissions should include:

• Title
• Author name(s), title(s), affiliation(s), and e-mail address(es) – please also include an asterisk (*) after the presenter name(s) to indicate who will be attending and presenting if accepted
• Abstract (500 words max)
• References (using American Marketing Association style and in alphabetical order)
• Single spacing with 12-point Times New Roman font and 1-inch margins.

Please direct questions and submissions (in a Word document) to Ashley Stadler Blank at stadlera@xavier.edu.

Key Dates:

Submission deadline: January 31, 2022

Notification of inclusion in the special session proposal: February 3, 2022

NOTE: If AMA accepts the special session proposal, at least one author must register and attend the conference.

SportSIG Leadership Team:

Chair: Lane Wakefield, Ph.D., Clinical Assistant Professor of Marketing, Hankamer School of Business, Baylor University, Lane_Wakefield@baylor.edu

Vice Chair Conference Programming: Ashley Stadler Blank, Ph.D., Assistant Professor of Marketing, Williams College of Business, Xavier University, stadlera@xavier.edu

Vice Chair Industry Engagement/Social Events: Kirk Wakefield, Ph.D., Edwin W. Streetman Professor of Retail Marketing, Hankamer School of Business, Baylor University, Kirk_Wakefield@baylor.edu

About SportSIG:

The mission of SportSIG is to advance sport and sponsorship-linked marketing by fostering a community dedicated to research, teaching, and service to the field of sport marketing. SportSIG also strives to bridge academia and industry by facilitating programming in conference host cities that creates networking opportunities where academicians and industry professionals can interact and share best practices.

Follow us on Twitter @AMASportSIG.