Lecturer in Sport Management, Deakin University

Adam Karg is a lecturer in the Sport Management Program at Deakin University. He has a Bachelor of Commerce from Deakin University majoring in Sport Management and Sport Economics and achieved a first class Honours degree in the field of Sport Marketing. He was awarded his PhD following an exploration into the the design of national sport organisations in Australia. Previously, he has held roles with sport marketing and media companies in Australia and overseas.

Adam has undertaken research and consulting projects with many of Australia’s leading professional sport clubs around season ticket holder and membership services related to satisfaction, fan engagement, sponsorship and loyalty. Additionally, he continues to undertake research in the areas of online engagement in sport, branding and the impact of fantasy sport on sport consumption. Adam has presented his research at leading sport management conferences in Australia, New Zealand, North America and Europe as well as national and international marketing conferences including the UK Academy of Marketing and American Marketing Association conferences. In the last year, Adam has had research papers accepted and published in peer-reviewed journals including Sport Management Review, European Sport Management Quarterly, Sport in Society and Sport Marketing Quarterly.


  • –present
    Lecturer, Deakin University


    Deakin University, PhD
    Deakin University, BCom (Hons) (Sport Management, Sport Economics)

Research Areas

  • Sport And Leisure Management (150404)
  • Marketing Management (Incl. Strategy And Customer Relations) (150503)
  • Marketing Communications (150502)
  • Organisation And Management Theory (150310)