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Dr Adam Karg





Faculty of Business and Law


Deakin Business School


Melbourne Burwood Campus

+61 3 924 46891


Dr Adam Karg is a Senior Lecturer in the Sport Management Program at Deakin University and Course Director of the Undergraduate Sport Management Program. He teaches undergraduate and postgraduate courses in Sport Marketing, Strategic Management, Sport Promotions and Public Relations, Sport Broadcasting and Sport Organisation.

His research has been published in peer reviewed ranked journals including Sport Management Review, European Sport Management Quarterly and Sport Marketing Quarterly. He has also presented at national and international sport management and marketing conferences including winning a best paper award at the American Marketing Association Conference.

Adam has also 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 35 professional sport clubs including AFL, Big Bash League, A-League, NRL, ANZ Championship and Super 15 teams. The majority of this work has focused on aspects of consumer behaviour, membership services and fan development strategy.

Adam is the current Secretary of the Sport Management Association of Australia and New Zealand (SMAANZ) and is the Chair of the Deakin Sport Management Alumni Chapter Advisory Committee.

Read more on Adam's profile

Research interests

Sport marketing and consumer behaviour
Fan development, sport services, satisfaction and relationship marketing
Organisation structure and strategy within complex sport organisations
Sport consumption, social media and broadcasting
Sport economics and sport analytics
Branding and sponsorship


Member of:

Sport Management Association of Australian and New Zealand (SMAANZ)
North American Society of Sport Management (NASSM)
European Association of Sport Management (EASM)
Australian Marketing Institute (AMI)
American Marketing Association (AMA)
Australian and New Zealand Marketing Academy (ANZMAC)
Golden Key International Honour Society

Teaching interests

Sport Marketing and Media
Sport Management
Consumer Behaviour
Strategic Management
Organisational Design and Theory


Units taught

MMS100 Sport Organisation
MMS308 Sport Marketing
MMS715 Sport Promotion and Public Relations
MMS736 Strategic Management (Sport)
MMS773 Sport Broadcasting


Selected Conference Papers (2013 - current)

Ferkins, L., Meiklejohn, T., Bruffy, K. Shilbury, D., Karg, A., Rowe, K. (2015). Sport Governance Design: Exploring Issues and Impacts of Ownership Changes in Rugby Union. Accepted for presentation at 2015 EASM Conference, Dublin, Ireland.

Karg, A. & McDonald, H. (2015) Driving Relationship Quality for Sport Fans: The Role of Diverse Forms of Engagement. Accepted for presentation at 2015 SMAANZ Conference, Hobart, Tasmania.

Kunkel, T. & Karg, A. (2015) The Utility of a Single Item Fandom Measure for Consumer Segmentation. Accepted for presentation at 2015 SMAANZ Conference, Hobart, Tasmania.

Ferkins, L., Meiklejohn, T., Bruffy, K., Karg, A., Rowe, K., Shilbury, D. (2014). Questions of Commercial Ownership in Sport Governance: The Super Rugby Journey. Presented at 2014 SMAANZ Conference, Melbourne.

Gaarenstroom, T., Turner, P. & Karg, A. (2014). Examining the Media Framing of The Ultimate Fighting Championship – An Australian Perspective. Presented at 2014 SMAANZ Conference, Melbourne.

Watts, M. & Karg, A. (2014). Becoming ‘United’: The Development of Brand Associations for a Rebranded National Basketball League team. Presented at 2014 SMAANZ Conference, Melbourne.

Whitburn, D., Karg, A., & Turner, P. (2014). Exploring Integrated Marketing Communication Capabilities Gaps in the Australian Sport System. Presented at 2014 SMAANZ Conference, Melbourne.

McDonald, H., Funk, D., Karg, A., Lock, D. & Filo, K. (2013). New perspectives on Fan Engagement (Symposium). Presented at 2013 NASSM Conference, Austin, Texas.

Karg, A. and McDonald, H., (2013). Exploring longitudinal consumer movement in professional sport team fandom: An assessment and comparison of self-reported and empirical measures. Presented at 2013 NASSM Conference, Austin, Texas.

Whitburn, D., Karg, A. & Turner, P. (2013). Exploring e-promotion in Australian National Sport Organisations. Presented at Sport Management Association of Australia and New Zealand Conference, Dunedin, NZ.

McDonald, H., Funk, D. & Karg, A. (2013). Does spurious loyalty exist amongst professional sport team fans? Presented at European Association for Sport Management conference, Istanbul, Turkey.

Professional activities

Board Member, Sport Management Association of Australian and New Zealand

Chair, Deakin Sport Management Alumni Advisory Committee


Filter by


Female season ticket holders: how their satisfaction is derived differently from males

H McDonald, C Leckie, A Karg, N Zubcevic-Basic

(2018), Vol. 18, pp. 156-174, European sport management quarterly, Abingdon, Eng., C1

journal article

Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time

H McDonald, A Karg

(2015), Vol. 21, pp. 372-391, Journal of Marketing Communications, C1

journal article

Funded Projects at Deakin

Industry and Other Funding

A stakeholder assessment of Junior Sport (Hockey) Competition Structure in Victoria

Dr Adam Karg

Hockey Victoria

  • 2012: $5,000

Branding and perceptions of a professional sport league: Segment analysis towards strategies for league growth

Dr Adam Karg

Netball Australia (ANZ Championship)

  • 2015: $11,000

An Analytical Approach to Customer Equity Measurement in Leisure Services

Dr Adam Karg

Peninsula Aquatic and Recreation Centre

  • 2017: $16,500
  • 2016: $32,000

Membership in the National Rugby League: A customer equity approach (Pilot)

Dr Adam Karg, A/Prof Heath McDonald

National Rugby League

  • 2016: $15,000


No completed student supervisions to report