WAKEFIELD

Our story begins in 1999 with the Memphis Redbirds and NASCAR, where Wakefield answered the question, "How can we measure sponsorship recall without any bias?" The results of this work led to helping AT&T with Eric Fernandez and The Marketing Arm with Bill Glenn and Kerry Stover to answer Fernandez' question in 2005, "I know why we sponsor the Spurs. We want the passion fans have for the team to transfer to us. Can we model the return on that?" The result from three years of scientific studies was what we dubbed the "Image Transfer Model" used by AT&T and TMA to measure return on investment on sponsorships... Beginning in 2022, Wakefield began global expansion, including into India with the Indian Premier League, represented by Burman Sports. Wakefield has previously partnered with the R&A and John Espley, measuring the impact of The Open's partnerships in the United Kingdom, United States, and Japan... We provide unbiased, scientific research to propel sports partnerships forward.

Primary location: Waco United States