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Dr Adam Karg

Associate Professor


Dr Adam Karg is an Associate Professor and leads the Sport Innovation Research Group in the Swinburne Business School.  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. Adam has presented at academic and industry conferences and undertaken workshops for national and overseas audiences and is the current President of the Sport Management Association of Australia and New Zealand (SMAANZ).

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 - 150404
  • Marketing Management (incl. Strategy And Customer Relations) - 150503
  • Marketing Measurement - 150504

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

  • 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
  • 2019: Assessing Brand Effectiveness in Digital Short Form Content *; Klip Desk Holdings Pty Ltd
  • 2019: Change Our Game initiatives evaluation *; Department of Jobs, Precincts and Regions
  • 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
  • 2018: Customer Equity in Sport Member Services *; PeninsulaLeisure
  • 2018: Renewal Modelling and Segmentation of Sport Consumers *; Collingwood Football Club Fund Scheme

* Chief Investigator

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