welcome to the Playbook.
Focused on sport business in Australia and overseas, thePLAYBOOK delivers news, opinions, research and insight applicable to sport management academics, practitioners and sport fans.
Founder of thePLAYBOOK Adam Karg has completed undergraduate qualifications with honours and a PhD across Sport Management, Sport Marketing and Sport Economics and lives and works as a researcher, lecturer and consultant in Melbourne, Australia’s sporting capital. He was elected to the board of the Sport Management Association of Australia and New Zealand (SMAANZ) in 2012 and is affiliated with professional sport management and marketing associations in Australia and New Zealand, North America and Europe.
Adam’s research has been presented at national and international sport management and marketing conferences and published in peer reviewed journals. Areas of interest include:
- Organisation structure and strategy within complex sport organisations
- Consumer behaviour and fan/season ticket holder engagement/satisfaction
- Sponsorship and branding
- Online sport consumption, social media and sport broadcasting
For a full list of academic presentations and publications, click here.
Research map of current projects coming soon.
Adam is a Lecturer and Course Director in the Sport Management Program at Deakin University. He teaches undergraduate and postgraduate courses in Sport Marketing, Sport Promotions and Public Relations, the Business of Sport Broadcasting and Sport Organisation. He has also previously taught Sport and Society, Marketing Management and Organisational Behaviour. For more on the Deakin University Sport Management Program, click here
Adam has been engaged in a wide range of consulting and research activities with national and state sporting organisations, governing bodies, charities, sport technology start-ups and more than 25 professional sport clubs including AFL, Big Bash League, A-League and Super 15 teams. The majority of this work has focused on aspects of consumer behaviour, membership services, fan development strategy and sponsorship.
thePLAYBOOK welcomes guest posts from the sport management and marketing communities. To offer your thoughts on the sport business landscape, email firstname.lastname@example.org