Skip to main content

jonathan jensen-resize

Jonathan A. Jensen, PhD, MS

Assistant Professor – Sport Administration

Department of Exercise and Sport Science
308 Woollen Gym, CB# 8605
University of North Carolina
Chapel Hill, North Carolina 27599-8700

(919) 962-0959  |


A former executive with sport marketing agencies in global advertising networks Omnicom and Publicis Groupe, Jensen serves as an Assistant Professor of Sport Administration at the University of North Carolina at Chapel Hill.

Dr. Jensen’s research focuses on the intersection of advanced analytics and sport marketing, including the dynamics of sport marketing relationships, how the interrelations between sport organizations and the brands that sponsor them influence consumer behavior, and the return on investment (ROI) achieved through sport sponsorship.

He has authored more than 35 peer-reviewed papers published in several leading academic journals, such as the Journal of Sport Management, Sport Management Review, Sport Marketing Quarterly, International Journal of Sports Marketing & Sponsorship, Journal of Global Sport Management, Sport, Business and Management: An International Journal, and International Journal of Sport Marketing & Management, as well as several business/marketing journals, including Journal of Business Research, Marketing Letters, Journal of Advertising Research, Journal of Consumer Marketing, Business Horizons, Journal of Business & Industrial Marketing, Journal of Global Marketing, and Marketing Intelligence & Planning.

His research has been featured in USA Today, The Wall Street Journal, The Economist, AdWeek, Chicago Tribune, Atlanta Journal-Constitution, Portland Business Journal, Columbus Dispatch, The Baltimore Sun, and the WGN Morning News.

Dr. Jensen has been named a North American Society for Sport Management (NASSM) Research Fellow, a distinction that recognizes scholars by honoring their achievements in sport-related scholarship. Jensen has also been honored as an “Emerging Scholar in Sport Marketing” by the American Marketing Association’s Sport and Sponsorship-Linked Marketing Special Interest Group (SportSIG). Two of his co-authored publications have been awarded the “Paper of the Year in Sport Marketing” by SportSIG and he also earned the “Outstanding Article” award from the Journal of Issues in Intercollegiate Athletics.

Dr. Jensen is a leading voice in the application of predictive analytics to the study of sport marketing, specializing in the use of multilevel statistical models to solve sport marketing problems. He has twice been named a finalist in the research paper competition at the MIT Sloan Sports Analytics Conference (SSAC) in Boston.

His research in this area has been published in the Journal of Quantitative Analysis in Sports and the Journal of Sports Analytics, and presented at the New England Symposium on Statistics in Sports (NESSIS), the Great Lakes Analytics in Sports Conference (GLASC), the 9th International Sport Business Symposium in South Korea, the American Marketing Association (AMA) Winter and Summer Academic Conferences, and the Academy of Marketing Science (AMS) Annual Conference.

He has been awarded a PhD Students Research Grant from the International Olympic Committee’s (IOC) Olympic Studies Centre, the IBM Junior Faculty Development Award, the Jimmy and Judy Cox Asia Initiative Faculty Award from the Carolina Asia Center, the UNC Global Partnership Award, and a Conference Presentation Award from the UNC Center for Global Initiatives.

Dr. Jensen currently serves on the editorial board of the Journal of Advertising Research, Journal of Consumer Marketing, International Journal of Sports Marketing and Sponsorship, Journal of Global Sport Management, Journal of Issues in Intercollegiate Athletics, and the International Journal of Sport Management.

Jensen earned a B.A. from the University of Notre Dame, a M.S. from the University of Massachusetts-Amherst, and a Ph.D. with a Graduate Interdisciplinary Specialization in Quantitative Research Methods (GISQRM) from The Ohio State University. Dr. Jensen and his family reside in Chapel Hill.