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Dr Adam Karg



Professor Adam Karg leads the Sport Innovation Research Group in the Swinburne School of Business, Law and Entrepreneurship. He completed a Bachelor of Commerce (Hons) and PhD at Deakin University and his main research areas are concerned with sport fan and customer equity, specifically season ticket holder and membership services related to satisfaction, engagement and organisation-fan relationships.  Additionally, he undertakes research in organisation design, consumer behaviour, sponsorship and branding, analytics and innovation applied to sport.  

Adam has published research articles in ranked peer-reviewed sport management and marketing journals and is a co-author of leading textbooks on Sport Marketing and Sport Organisation. He has also been engaged in a range of research and consulting activities with national and state sporting organisations, governing bodies, sport technology start-ups and more than 50 professional sport teams in Australia and overseas. 

Research interests

Innovation; Sport Marketing; Marketing; Consumer Behaviour; Analytics; Management

PhD candidate and honours supervision

Higher degrees by research

Accredited to supervise Masters & Doctoral students as Principal Supervisor.


Available to supervise honours students.

Fields of Research

  • Sport And Leisure Management - 350405
  • Marketing Management (incl. Strategy And Customer Relations) - 350605
  • Marketing Research Methodology - 350606

Teaching areas

Marketing;Consumer Behaviour;Sport Marketing


Also published as: Karg, Adam; Karg, A.; Karg, A. J.; Karg, Adam J.
This publication listing is provided by Swinburne Research Bank. If you are the owner of this profile, you can update your publications using our online form.

Recent research grants awarded

  • 2024: Stakeholder Survey Project *; Baketball Australia
  • 2023: Mapping intersectionality within the Victorian Sport Sector workplaces *; Department of Jobs, Skills, Industry and Regions (Vic)
  • 2023: SOCIAL CONNECTION RESEARCH *; City of Stonnington (for Contracts)
  • 2023: Social Impact and Connection Outcomes Associated with Community Sport *; ARC Linkage Projects Scheme
  • 2022: Activating social connection to address isolation in Australia *; ARC Linkage Projects Scheme
  • 2022: Benefits of Inclusive Employment *; Jobsbank Limited Fund Scheme
  • 2022: Fan and Member Equity Research Project *; MELBOURNE REBELS RUGBY UNION PTY LTD FUND SCHEME
  • 2022: Women & Girls – Monitoring & Evaluation *; Tennis Australia
  • 2021: Customer Experience (CX) Measurement Research *; City of Stonnington (for Contracts)
  • 2021: Giving Active Recreation a Sporting Chance: A Comparative Analysis of Infrastructure Types on Physical Activity *; A_Space Australia Pty Ltd
  • 2021: Research Consultancy: The Value of the National Aquatic Industry *; Royal Life Saving Society Australia Fund Scheme
  • 2021: Sandhurst Resident Services Research *; Sandhurst Club - Partnership
  • 2021: Sydney Sixers Evaluation Program *; Sydney Sixers Cricket Team FS
  • 2020: Customer Equity in Leisure Services *; PeninsulaLeisure
  • 2020: Exploring Wellbeing Outcomes in the Aquatic and Recreation Industry *; ARC Linkage Projects Scheme
  • 2020: Regional Alliance for Social Inclusion *; Department of Jobs, Precincts and Regions (Vic)
  • 2019: Change Our Game initiatives evaluation *; Department of Jobs, Precincts and Regions (Vic)
  • 2019: Customer Equity in Professional Sport Teams *; Australian Football League
  • 2019: Employee Experience in Leisure Service Delivery *; PeninsulaLeisure
  • 2018: Customer Equity in Professional Sport *; Australian Football League

* Chief Investigator

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