Adam Karg

Presentation Resources

Background

• Kunkel, T., Karg, A., & McDonald, H. (2022). The Utility of a Single-Item Self-Perception Fandom Measure for Sport Consumer Segmentation and Predicting Behaviour. Sport Marketing Quarterly.

Generational Change

• An-Yal (n.d), ‘Oshi-katsu’: Shaping Japan’s Youth Market. Al-Yal Website.

• Sport Innovation Lab. (2020). The Fluid Fan is Here. Sport Innovation Lab: Boston.

Technology and Innovation

• Australian Sport Technology Network. (2024) ASTN Sports Innovation Report 2024. ASTN: Melbourne.

• Westerbeek, H., & Karg, A. (2022). International Sport Business, (1st ed.). London: Routledge.

Sport Teams Role in Society

• Karg, A., et al. (2021). Infrastructure for social connection: researching the existing assets for creating social connectedness and identifying interventions. Social Innovation Research Institute, Melbourne.

• Robertson, J., Karg, A., Rowe, K., & Raw, K. (2023). “My definition of community is community, and their definition is more around fan engagement”: Balancing business and social logics of professional sport teams’ community activities. Sport Management Review.

• Rowe, K., Karg, A., & Sherry, E., (2018). Community-Oriented Practice: Examining Corporate Social Responsibility and Development Activities in Professional Sport. Sport Management Review.

• Verhagen, J. et al. (2025). Measuring Social Connection. Social Innovation Research Institute's Social Connection Measurement (SIRI-SCM) Toolkit

Other Papers and Resources About Fans and Fandom

• Karg, A., McDonald, H., & Leckie, C. (2019). Channel Preferences Amongst Sport Consumers; Profiling Media Dominant Consumers. Journal of Sport Management.

• McDonald, H., & Karg, A. (2013). Managing co-creation in professional sports: the antecedents and consequences of ritualised spectator behaviour. Sport Management Review, 17(3), 292-309.Karg, A., Nguyen, J., & McDonald, H. (2021). Understanding Season Ticket Holder Game Attendance Decisions. Journal of Sport Management.

• Karg, A., Tamaddoni, A., McDonald, H., & Ewing, M. (2020). Predicting Season Ticket Holder Retention Using Rich Behavioral Data. Journal of Sport Management.

• Fujak, H., Karg, A., & Whitburn, D. (2023). Sport Media has an Audience Measurement Problem. European Sport Management Quarterly.

• McDonald, H., Karg, A., & Vocino, A. (2013). Measuring season ticket holder satisfaction: rationale, scale development and longitudinal validation. Sport Management Review, 16(1), 41-53.

Other Links:

• Deakin (Sport Management) | Deakin (Sport Innovation and Technology Lab)

• Flinders University (Sport Management)

• KAPRIA (Company)