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Professor of International Sport Business, Head of Sport Business Insights Group, Victoria University

Hans Westerbeek is Professor of International Sport Business and Head of the Sport Business Insights Group at Victoria University in Melbourne, Australia.

He also holds Adjunct Professor appointments at the Free University of Brussels (Belgium), at the Real Madrid Graduate School (Spain) and at the Central University of Finance and Economics in Beijing (China).

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 AFL, and Cricket Australia and to the governments of the United Arab Emirates, New Zealand, Australia, India and the Netherlands.

He has written 25 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
  • 2010–present
    Professor in Sport Business, Victoria University
  • 2016–2019
    Pro-vice-chancellor, Victoria University
  • 2013–2017
    Dean, College of Sport and Exercise Science
  • 2010–2013
    Director, Institute of Sport, Exercise and Active Living
  • 2006–2009
    Head of School, La Trobe University


  • 2021 
    Australian Institute of Company Directors (AICD), GAICD
  • 2017 
    Harvard Business School, Boston, USA, Advanced Management Program (AMP)
  • 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)