Senior research fellow, Swinburne University of Technology

Dr Adam Karg is a Senior Research Fellow in the Swinburne Business School. He has 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 Vice President of the Sport Management Association of Australia and New Zealand (SMAANZ).


  • –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)