T. Bettina Cornwell, Department of Marketing

Bettina Cornwell

T. Bettina Cornwell, Philip H. Knight Chair in the College of Business

Professor and Head, Department of Marketing
Practice Areas: Marketing, Advertising, Sponsorship, Consumer Behavior, Sports Marketing

Faculty bio | 541-346-8241 | X / Twitter

Bettina Cornwell is an academic expert in advertising and sports marketing. Her primary research interest is in difficult and high context communications where many things are left unsaid and meaning is derived from actors, symbols, logos, and the social milieu. This is found in indirect marketing, such as sponsorship, celebrity endorsement and brand placement. It is also central in international communication and in many public policy issues, such as how one communicates with children or how one encourages environmentally friendly behavior. She is also interested in memory for these types of communications and their immediate and long-term influence on behavior. Bettina explores how companies can do good via engagement with causes without miscommunicating. She also examines public policy issues regarding how children are influenced by marketing offerings. 

Recent News: 
Portland Thorns welcome new slate of investors as women’s sports continue to grow in popularity (Oregon Public Broadcasting, May 23, 2024)
Anthony Kim might return to pro golf. What’s his value if he does? (Golf, Feb. 7, 2024)
Examining the concerns around DaBella, the Portland Timbers’ new kit sponsor (The Oregonian, Nov. 17, 2023)
How the Puppy Bowl became a marketing juggernaut in its own right (Marketplace, Feb. 10, 2023)
Price is right: Arizona Cardinals deliver most affordable fan experience, study says (Cronkite News, PBS, Nov. 18, 2022)
Delta puts its brand inside L.A. Olympics logo as part of new sponsor perk (AdAge, Sept. 29, 2022)
Cowboys criticized over deal with gun-themed coffee company (Associated Press, July 5, 2022)
As Marketers Line up for NCAA Athlete Deals, Pitfalls Await (AdWeek, July 7, 2021)
The Many Shining Disparities Between Men's and Women's College Basketball (Sports Illustrated, April 19, 2021)
NFL and Nike Court a New Football Market: Girls (The Wall Street Journal, Feb. 9, 2021)
Parental Views May Help Kids Eat More Healthfully (Today's Dietitian, Oct. 28, 2020)
Taking a Knee, Once Career Poison, Now Seen as Good for Business (Bloomberg, Sept. 2, 2020)
Parental choices on junk food, healthy eating influence children (Around the O, Aug. 17, 2020)
Nascar Bans Confederate Flags From Its Events and Properties (Bloomberg, June 11, 2020)
Coronavirus will change sports as we know them (Quartz, April 14, 2020)
Ratings up, future bright: NFL rebounds off troubled seasons (The New York Times, Jan. 27, 2020)
NBA practice facilities bringing in community, sponsorships (Front Office Sports, Jan. 6, 2020)
‘A good public calling out never hurt anybody’: Megan Rapinoe on the ways Budweiser is pushing the NWSL forward (The Athletic, Nov. 6, 2019)
Make a lasting impression: How brands can create authentic sponsorships (American Marketing Association, Oct. 1. 2019)
Smokey Bear celebrates 75 years as a signature ad campaign (The Register-Guard, Aug. 9, 2019)
Serena Williams is only woman on Forbes' 2019 list of highest-paid athletes (NBC News, June 11, 2019)
Why consumers continue to fall for 'magical' super foods like moringa (Men's Health, March 14, 2019)
Super Bowl ads speak more to women, female empowerment (FRANCE 24, Feb. 2, 2019)
D.C. is betting big on esports. What will it take to pay off? (WAMU Public Radio, Nov. 5, 2018)
Good for business? Nike gets political with Kaepernick ad (Associated Press, Sept. 4, 2018) 
Why Pepsi made 'Uncle Drew' into a movie (CNN Money, June 29, 2018)
Brand Utility Breaks Through (Forbes, June 23, 2018)
Having an emotional group feeling boosts multiday sports events (Science Daily, May 29, 2018)
Sponsors flee scandal-plagued USA Gymnastics; future cloudy (Associated Press, Jan. 25, 2018)
NHL, NHLPA Unveil 'Declaration of Principles' to Guide Hockey Culture (Sports Illustrated, Sept. 6, 2017)
People who are lonely are more likely to buy products that have faces on them (Quartz, Aug. 23, 2017)
Target makes big push into soccer marketing (Star Tribune, Jan. 19, 2017)
30 sponsorship executives discuss opportunities and trends headed into 2017 (The Sponsorship Space, Jan. 9, 2017)
Why voters don’t seem to forgive Clinton, while Trump gets a free pass (The Conversation, Nov. 2, 2016)
Twitter lands contract with NBA for original live programming (Los Angeles Times, July 19, 2016)
Super Bowl advertisers spend $5 million for 30 seconds: is there a better use for that cash? (The Conversation, Feb. 5, 2016)
27 experts share their thoughts on the rise of eSports and its future in 2016 (ESports Marketing Blog, Dec. 8, 2015)
No way? Charity's logo may influence perception of food in package (EurekAlert!)
Charity’s logo may influence perception of food in package​ (Around the O, Sept. 16, 2016)
Serena Williams is one of the most dominant athletes in any sport, but her paychecks don't show it (Mashable, Sept. 9, 2015)
After FIFA arrests, what's a corporate sponsor to do? (The Washington Post, May 27, 2015)
McDonald's wants to serve up a giant turnaround (Marketplace, May 4, 2015)
Beats used NFL draft to invade Bose's territory, but will it work? (Sporting News, May 1, 2015)
Dropping soft drinks from kids menus is good, but doesn't make a healthy meal (The Conversation, April 10, 2015)
Nike, Columbia Sportswear take retailing to another level -- their own (The Oregonian, Dec. 27, 2014)