​Independent research that measures returns
to sponsorship investments in motorsports

View Published Papers
THE ROI PROJECT

Return-on-investment (ROI) research specific to motorsports.
The Motorsports ROI research project was started in 2008 and grew through the collaboration of Dr. Jonathan Jensen at the University of North Carolina at Chapel Hill, and Dr. Joe Cobbs at Northern Kentucky University.
The Formula One sponsorship research produced by the project has been recognized by the Financial Times and earned several awards.  The project has also included forays into Formula E, IndyCar, and NASCAR. 
ABOUT US

We research it. We teach it. We live it.

​Professors Jonathan Jensen and Joe Cobbs both worked for sponsorship agencies prior to earning their PhDs at The Ohio State University and University of Massachusetts, respectively. While Drs. Jensen and Cobbs transitioned to full-time academic roles, they remain closely connected to their passion for motorsports through their sponsorship research, which has been presented at conferences on five continents and published in numerous peer-reviewed academic journals. Three of their papers have been recognized by the American Marketing Association (AMA) for the Sports Marketing Paper of the Year (2015, 2017, 2021).  
QUESTIONS

Motorsports research that explores questions from a variety of perspectives
 How are sponsorship costs determined? 
Which sponsorship is best for a certain brand?
Which sponsors are most important for teams?
What locations are best aligned for event success?
... and many more questions have been pursued. 
PORTFOLIO

Over a decade of sponsorship research.

We enjoy our work--collecting data, building statistical models, listening to industry insiders, attending events, teaching seminars--it's all part of the life of a professional researcher. While our consulting work is proprietary, our academic work is open to all, though it may require some interpretation if you do not read peer-reviewed research at the beach. Check out the public links below, and if you find any of the papers and selected presentations intriguing, we are happy to help with implications. 
View Published Papers in Dropbox
See a selection of our Presentation Slides on Slideshare
LET'S TALK

Question about our research or have an idea? Let us know.

Addresses: University of North Carolina-Chapel Hill,
​and Northern Kentucky University
Use the form here or reach out via one of our social links below.