The Center for Sport Marketing Research is an interdisciplinary research unit in the University of Michigan School of Kinesiology, conducting cutting-edge and innovative research in the areas of sport marketing, fan behavior, sponsorship, new media, and gaming. Our research vision is to bridge theory and practice. The Center aims to function as a sport marketing-related research hub to furthering knowledge and advancing the understanding of today's sport consumers in the ever-changing sport media landscape and consumption behaviors. We seek to disseminate new knowledge through peer-review journal publications, books, consulting, and professional conference presentations. We also seek partners to support our research as well as to co-create impactful learning experiences for our students in the Sport Management Program.