Sports Marketing Name Institution Burnett, J., Menon, A., & Smart, D. T. (2012). Sports marketing: A new ball game with new rules. Journal of Advertising Research, 33(5), 21-36. The author of this journal conducted a comprehensive study on the evolving strategies and practices within the sports marketing industry, highlighting the impact of technological advancements, changing consumer behavior, and innovative advertising techniques on the effectiveness of sports marketing campaigns.