SPORT MARKETING | FAN EQUITY | INNOVATION IN SPORT BUSINESS
Dr Adam Karg, PhD, is a Senior Research Fellow at Swinburne University of Technology. In his current role, he leads the Sport and Wellbeing pillar of research within the Customer Experience and Insights (CXI) Group.
Adam is engaged in a wide range of research, consulting and advisory roles with domestic and overseas national and regional sport organisations, governing bodies, agencies, sport technology start-ups and more than 45 professional sport teams in Australia, New Zealand, Europe and Asia.
His main research areas are concerned with sport fan and customer equity, specifically season ticket holder and membership services related to satisfaction, engagement and fan-organisation 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 leading ranked peer-reviewed sport management and marketing journals and is a co-author of leading regional textbooks on Sport Marketing and Sport Organisation and forthcoming books on International Sport Business and Sport Innovation. He has been a visiting scholar at overseas universities, presented at academic and industry conferences and had led workshops for national and overseas audiences on a range of areas spanning sport management, marketing, innovation and analytics.
Adam is the current President of the Sport Management Association of Australia and New Zealand (SMAANZ).