Strategic Pursuit of Sponsorships by Global Sports Marketing Firms: Risks, Opportunities, and Case Study of Forward Sports Marketing (FSM)
Presenter: Hayden Groh Faculty Sponsor: Muzzo Uysal School: UMass Amherst Research Area: Marketing Location: Poster Session 1, 10:30 AM - 11:15 AM: Campus Center Auditorium [A87]
This thesis examines how global sports marketing firms pursue domestic and international sponsorships by balancing high-growth opportunities with financial, cultural, and operational risks. Drawing from insightful market data and a focused case study of Fenway Sports Management, the research analyzes how firms identify high-ROI partnerships, manage uncertainty, and expand into emerging markets. International sponsorships operate at the intersection of sports marketing, global strategy, and brand management, yet academic literature rarely explains how firms navigate exchange rate volatility, regulatory differences, cultural variation, and geopolitical instability. By integrating a risk-opportunity framework with ROI measurement models, this study addresses that gap and evaluates how sponsorships can diversify revenue and strengthen long-term competitive advantage. Insights are supported by industry data from Deloitte, PwC, Nielsen, the IMF, and the World Bank, as well as interviews with FSM leadership regarding partnerships with Liverpool FC, the PGA tour, and potential growth opportunities. The literature review highlights the shift from transactional visibility-based sponsorships to strategic, value-aligned partnerships emphasizing trust, activation potential, and cultural resonance. It also underscores the importance of financial risk management tools such as hedging, diversification, and contractual safeguards. Ultimately, this thesis aims to clarify what makes a sponsor an attractive strategic target, how firms measure and maximize ROI, and which global markets present the strongest future opportunities for FSM and similar organizations.
Honest Versus Manipulative Marketing on TikTok
Presenter: Maram Bensaber Faculty Sponsor: Zaur Rzakhanov School: UMass Boston Research Area: Marketing Location: Poster Session 2, 11:30 AM - 12:15 PM: Campus Center Auditorium [A44]
This honors thesis looks at how Generation Z users tell the difference between honest and manipulative marketing on TikTok, an app where advertising is often woven into everyday content. Unlike traditional ads, TikTok marketing is designed to feel casual, personal, and authentic, which can make it hard for users to realize when they are being marketed to. As TikTok continues to influence how Gen Z discovers and purchases products, this study explores the persuasion tactics creators and businesses use and how those strategies affect both trust and decision-making. Using Federal Trade Commission (FTC) disclosure guidelines and Cialdini’s principles of influence as a framework, this research takes a mixed-method approach that combines content analysis of TikTok videos with surveys and interviews of Gen Z college users aged 18–25. Overall, this study highlights how difficult it can be for Gen Z to identify sponsored content and helps highlight the importance of media literacy, ethical advertising, and transparency in digital marketing.
ROI of Event Marketing vs Other Marketing Channels
Presenter: Kayla Ann Alves Faculty Sponsor: Zaur Rzakhanov School: UMass Boston Research Area: Marketing Location: Poster Session 2, 11:30 AM - 12:15 PM: Campus Center Auditorium [A51]
This study focuses on event marketing as a unique and effective marketing tool, which differentiates itself even when competing with other digital, email, or paid social channels. As markets become increasingly saturated, businesses are looking for channels that not only surpass their competition but also allow for a high level of connection with their audience or other important stakeholders. While other channels may be less expensive, faster to execute, or more targeted in their approach, businesses continue to invest in event marketing because of the value it provides beyond lead generation. Essentially, the message here is that event marketing provides a more substantial return on investment when considering not just financial metrics but relational ones as well.
When considering the high financial or organizational costs associated with event-based strategies, the ROI question takes on a different meaning. How do events compare to other channels? Perhaps other channels have a higher return on investment simply because they have a lower cost of execution. But what about profit gained, customer lifespan, sales increase, retention of the customer after the event, or total profit? All of these are important factors to consider when looking at event marketing.
This study takes a mixed-method approach in its analysis of event marketing ROI. Through a quantitative analysis of ROI, regression analysis, interviews with CMOs, and surveys of customers, this study seeks to prove that event marketing, despite its higher costs of execution, can surpass other channels in terms of overall marketing performance, profitability, or strategic value.
From Red Carpets to Recommendations: The Changing Landscape of Film Marketing in Response to Streaming and the Pandemic.
Presenter: Ryann Lee McCullough Nezuch Faculty Sponsor: Renee Scapparone School: Fitchburg State University Research Area: Marketing Location: Poster Session 3, 1:15 PM - 2:00 PM: Campus Center Auditorium [A25]
During the last ten years, film marketing has experienced a tremendous transformation due to the rapid advancement of technology and unprecedented disruptions occurring on a worldwide scale. The rise of streaming video services has changed how audiences behave and has changed the traditional way films are released into theaters, which has previously determined how to promote films. Streaming platforms are not only used as a networking mechanism for connections within communities but also as tools for marketing purposes by utilizing algorithms to promote content through recommendations, detailed analysis of the audiences they are reaching, and close ties with audience members through targeting methods. COVID-19 has sped up this change by making studios completely rethink the way they have been marketing their films for years to come. Since there have been so few theatrical releases due to the COVID-19 pandemic, studios have replaced red carpet events, personal appearances, and promotional tours with digital premieres, releasing films directly onto streaming services, and engaging with fans online. The following research examines the crossover of marketing innovation through streaming and disruption caused by the pandemic to demonstrate how they have changed the marketing objectives, tactics, and timelines of film promotion. Through case studies, industry reports, and a comparison of film campaigns before the pandemic and after the pandemic, the paper looks into how studios are using agility, omnichannels, and data-based engagement strategies to engage with fragmented audiences and consumers changing behavior due to the pandemic.
Targeted Market Intelligence to Accelerate Revenue for an Emerging Carbon Removal Company
Presenter: Grace Wills Faculty Sponsor: Jay Leonard School: UMass Amherst Research Area: Marketing Location: Poster Session 4, 2:15 PM - 3:00 PM: Room 165 [D8]
Early-stage carbon removal companies face substantial risk
as they enter this emerging industry, particularly due to buyer uncertainty and
the challenge of developing effective sales strategies in a market that lacks
standardized transaction frameworks. A deep understanding of the market and the
companies within it is essential when forming business to business
partnerships, ensuring that both sides gain meaningful value while working
toward a shared overarching goal. This project develops a targeted analysis of the
top companies that have carbon emission reduction targets in the Apparel & Footwear
(A&F) and Financial Institutions (FI) industries to generate targeted leads
for the startup carbon removal company Rewind whose runway ends in June. Identifying
common trends in the A&F, FI market segmentations will provide Rewind with
the knowledge needed to create a strategic marketing approach in these new
market sectors. Creating organizational profiles enables focused lead
generation with prioritized points of contact that strengthens outreach
effectiveness to drive revenue and partnership momentum. To obtain this
information I used the most recently published sustainability reports from each
of the companies analyzed, sciencebasedtargets.org for a higher-level analysis
of the industries, and other credible online sources. By transforming fragmented sustainability
data into 10 organizational portfolios, Rewind has a clearer understanding of buyer’s
attitudes reducing commercial uncertainty while improving their go-to-market strategy,
product fit, messaging, and channel opportunities.
Engineering Cravings: The Role of Food Chemistry and Color Psychology in Fast-Food Marketing
Presenter: Drew Gerst Faculty Sponsor: Marguerite White-Jeanneau School: Northern Essex Community College Research Area: Marketing Location: Poster Session 4, 2:15 PM - 3:00 PM: Room 165 [D9]
Fast food is often described as addictive, yet the science behind that perception is rarely explained. This study will examine how fast-food chains use food chemistry and color psychology in advertising to increase cravings and encourage repeat purchases. This research will use a mixed approach combining ingredient analysis with advertisement reviews. Nutrition labels and ingredient lists from major fast-food chains will be looked at to identify patterns in sugar, fat, salt, and added flavor compounds known to enhance taste and stimulate reward responses. National advertisements will also be analyzed to identify repeated use of specific colors, lighting, contrast, and food styling techniques. Peer reviewed research in neuroscience and consumer psychology will be used to connect these chemical and visual cues to how the brain processes reward and reinforce purchasing habits. It is expected that many menu items will rely on concentrated combinations of sugar, fat, and salt that activate dopamine-related reward pathways and strengthen desire for continued consumption. Advertisements are anticipated to consistently use red and yellow tones, bright lighting, and glossy textures to make food appear warmer, fresher, and more satisfying. Overall, this study aims to demonstrate that fast food marketing strategically combines food science and psychological design to increase desirability and customer retention, contributing to broader discussions about marketing ethics and public health.
