Independent research that measures returns
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.
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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.
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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).
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Motorsports research that explores questions from a variety of perspectives
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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.
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