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Using Social Media Big Data to Determine Sports Sponsorship Effectiveness

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Hosted By
Ruben R.


In just time for some Football, we are thrilled to announce our 4th meetup for 2019 featuring Darin W. White, Ph.D. is Executive Director, Center for Sports Analytics, Samford University and Chair of the Entrepreneurship, Management & Marketing Department. Dr. White also serves as the Founding Director of the Sports Marketing program in the Brock School of Business. (Full Bio below)

Sponsorship has emerged over recent decades as a key revenue source for leading sports teams and leagues. The global spending in sports sponsorships is one of the fastest growing marketing communication channels for brands like Coca-Cola, Verizon and Mercedes. The total worldwide spending in sports sponsorship topped $65.8 billion in 2018 and is expected to continue to grow at over 5% per year for the next decade. The Association of National Advertisers recently released a study which found that despite the continued growth of sports sponsorship expenditures by brands and the “repeated sentiment from marketers that there is a need for improved measurement and assessment of sponsorship’s business impact, there has been little progress toward this goal.” The Center for Sports Analytics at Samford University has been conducting cutting edge research related to sponsorship measurement utilizing social media big data coupled with traditional marketing research. Dr. White will discuss this research during the presentation.

5:30 - 6:00 - Gathering and Networking
6:00 - 7:00 - Speaker Presentation
7:00 - 7:30 - Post-presentation Networking

The session will be hosted at Samford University, Brock School of Business, Regions Community Resource Room (4th Floor), 800 Lakeshore Dr, Birmingham, AL 35229

After you come through the campus main gate on 800 Lakeshore Drive, turn right on Montague Drive and follow Montague up the hill past Riley Road. The building is on the left after you have passed Riley Road. You may park in the parking lots shown on the attached campus map, lot 38 or lot 36 is lot 38 is filled. The lot will be on the right after you have passed Riley Road. Please note that the numbers are for map purposes only. The buildings and lots are not numbered.

After parking, proceed to the Brock School of Business (Cooney Hall) shown as building 37 on the attached map in the comments.

Regions Community Resource room is located on the 4th floor.

Food and Drinks
There will be food and drinks provided.
If you plan to attend, please RSVP so we have adequate food and drinks for everyone.

Full Bio
Dr. White has crafted business relationships with some of the most prestigious sports organizations & corporate sponsors, including NFL, MLB, MLS, NBA, Dallas Cowboys, Bayern Munich, Miami Dolphins, Atlanta Falcons, Atlanta United, Adidas, SEC, ACC, Nike, NASCAR, Atlanta Braves, Harlequins Rugby, Indy Car, Peach Bowl, PGA, Tampa Bay Lightning, MiLB, IFL, Coca Cola, Honda, BCBS, & Manchester United’s sponsor AON.

Dr. White has shared sports business analytics insights at industry events around the globe. He has been awarded the U.S. Department of Homeland Security Certificate of Recognition, has been an American Marketing Association Consortium Fellow, & won the Brock School of Business Outstanding Scholar Award & Faculty Member of the Year for Undergraduate Teaching.

Dr. White has served on numerous boards including the Alabama Sports Foundation, Daniel Summit and Youth Sports of the Americas and authored more than 60 journal articles and conference proceedings.

Dr. White spent 12 years as a college soccer coach and was named Coach of the Year by Adidas and National Soccer Coaches Association of America (NAIA south region). Two years earlier he led Union University men’s college soccer team to a NCCAA national championship.
800 Lakeshore Dr
800 Lakeshore Dr · Birmingham, AL
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