My research interests revolve around sponsorship and endorsement. These interests formed while working as a consultant for a national sponsorship agency, Velocity Sports & Entertainment (now MKTG), on its Cingular Wireless (now AT&T) and Home Depot client accounts. Within the area of sponsorship, my focus is on understanding differences in sponsorship effects among industry categories, both related to product/service characteristics and subsequent differences in leveraging (on-site event activation, social media activation, advertising, CSR, etc.) practices. Additionally, I am interested in studying the common, but currently uninvestigated, sponsor-property-agency relationship as it functions in sponsorship leveraging and activation.