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Dean, College of Sport and Exercise Science and Institute of Sport, Exercise, Active Living, Victoria University

Hans Westerbeek is Professor of Sport Business and Dean of the College of Sport and Exercise Science, incorporating the Institute of Sport, Exercise and Active Living (ISEAL) at Victoria University in Melbourne, Australia.

He also holds an appointment as Chair of Sport Management at the Free University of Brussels (Belgium) and as Professor of Sport Business as the Real Madrid Graduate School (Spain).

Previously he was Head of the School of Sport, Tourism and Hospitality Management and Professor of Sport Management at La Trobe University in Melbourne.

Prior to his academic appointments he worked as an academic and consultant in the fields of international marketing and sport business.

Hans has consulted to professional sport organisations, (inter)national and state sport associations, and local and state government in multiple countries, such as FIFA, IMG, Giro d'Italia, Sport Business Group, the governments of the United Arab Emirates, New Zealand, Australia and the Netherlands and Saujana Limited Group (Malaysia).

He has written 23 books on sport management, sport marketing and sport business related topics and he frequently consulted by the international media as a sport business expert.


  • 2009–present
    Professor of Sport Management, Free University of Brussels, Belgium
  • 2013–present
    Dean, College of Sport and Exercise Science and ISEAL
  • 2010–present
    Professor in Sport Business, Victoria University
  • 2014–present
    Professor in Sport Business, Real Madrid Graduate School, Madrid, Spain
  • 2010–2013
    Director, Institute of Sport, Exercise and Active Living
  • 2006–2009
    Head of School, La Trobe University


  • 2001 
    Deakin University, Melbourne, Australia, PhD International Marketing
  • 1996 
    Deakin University, Melbourne, Australia, MBA
  • 1991 
    University of Groningen, Netherlands, Master of Science (Human Movement)
  • 1986 
    University of Groningen, Netherlands, Bachelor of Physical Education

Research Areas

  • Sport And Leisure Management (150404)
  • Human Movement And Sports Science (1106)
  • Marketing Management (Incl. Strategy And Customer Relations) (150503)