Jonathan A. Jensen, PhD

Merrimack College

A sports marketing consultant and professor, I have transitioned into a role in academia after a 15+ year career with sports marketing agencies in Omnicom and Publicis Groupe (GMR, Radiate Group, & Relay Worldwide) and in professional sports (MLB & NFL).

My focus is translational research that assists both brand marketers and sport organizations in strategic decision-making relative to spending/revenue forecasting in non-traditional marketing approaches such as sport sponsorship. My research utilizes a variety of methodologies, from experimental designs investigating the consumer effects of sponsorship processing to quantitative research on the evaluation of sports marketing alliances.

My research has either been published or is in press in several leading academic journals, including the Journal of Advertising Research, Business Horizons, the Journal of Consumer Marketing, the Journal of Global Marketing, Marketing Intelligence and Planning, the International Journal of Sports Marketing and Sponsorship, the International Journal of Sport Communication, and the Journal of Quantitative Analysis in Sports.

I have also been invited to present my research at several international conferences, including the Academy of Marketing Science (AMS) Annual Conference, the American Marketing Association (AMA) Winter and Summer Educators' Conference, the Annual Conference of the Sport Marketing Association (SMA), the North American Society for Sport Management (NASSM) Conference, and the International Symposium for Olympic Research.

As part of my consulting practice, I advise clients and their agencies on negotiating, measuring and activating investments in non-traditional marketing disciplines, including sponsorship, sports marketing and event/experiential marketing, including having personally negotiated more than 75 sponsorships and athlete endorsement agreements.

A frequently quoted spokesperson in industry publications, my research has been featured in The Wall Street Journal, The Economist, AdWeek, The Baltimore Sun, the Columbus Dispatch, and the Portland Business Journal,while I have provided subject matter expertise for Crain's Chicago Business, SportsBusiness Daily, International Business Times, The Salt Lake Tribune, AdWeek, and SportsBusiness Journal.

  • Education
    • BA, University of Notre Dame
    • MS, University of Massachusetts-Amherst
    • PhD, The Ohio State University