Tomas Hult speaks with Bettina Cornwell, who is the Edwin E. and June Woldt Cone Professor of Marketing in the Lundquist College of Business at the University of Oregon. Prior to joining the University of Oregon, she was Professor of Marketing and Sport Management at the University of Michigan. They discuss Cornwell being recognized as one of the top authorities on sports marketing, and what it means to her. They also focus on Cornwell’s most significant research accomplishment and what this research means for companies.