Martin Hirons is a Director for one of Australia's leading research agencies: Sweeney Research. Martin is a well–known expert in the field of sponsorship research. Martin undertakes detailed sponsorship evaluations for major sponsors and a wide variety of studies for various national sporting bodies. Prior to joining Sweeney Research in 1996, Martin worked in the sport and sponsorship industry for various sporting bodies and event organisers in Australia and Canada. He has also lectured in various marketing units at universities in Canada and Australia.