Please get in touch if you would like to know more about our work, or to discuss collaboration, membership or research opportunities.
Deakin Sport Business Lab
Advancing the business and management of sport
How our research is impacting the sporting industry
While sport remains a strong social and economic contributor, the sport industry is undergoing transformation driven by digitalisation, generational change, workforce evolution, globalisation, and ongoing policy and governance reform. The Deakin Sport Business Lab collaborates closely with industry partners, helping them implement effective, research supported solutions that drive performance and growth.
We support industry partners to build evidence to support policy and strategy, workforce capability, reshape sport products and organisations, and better understand the people who participate in and follow sport, and the experiences they have.
Our research helps people to better understand the future of sport business through:
- industry tracking studies
- end-to-end research projects
- research support for industry
- industry training and courses
- student and industry engagement activities.
Our research areas
Our mission is to advance the business and management of sport through evidence-based research, partnerships, and capability building. We provide access to applied research methods and data-driven insights across three integrated streams – workforce, organisations and consumption – focused on the future of sport.
Alongside global best in practice research approaches, we leverage techniques including network analysis, data analytics and machine learning, neuromarketing and experimental designs. Whether in end-to-end projects, or as a single component of larger projects, we provide support and services that help organisations understand, measure, and derive insights that shape strategies.
Workforce: capability across the sport system
We examine the people, skills and structures that sport depends on, from board governance and executive capability through to volunteer systems and participation pathways. This includes high-performance workforce development, professional development and international capacity building, alongside tracking studies of workforce experience. We work with organisations to understand how to attract, develop, and retain the people who deliver sport at every level.
Organisations: innovation, strategy, and performance
We examine how sport organisations are changing, from digital transformation and new business models through to governance reform, operational design and commercial strategy. This includes innovation capability, leadership and culture, and sector-wide work on governance and policy. We work with organisations to understand how strategy translates into the way sport is delivered.
Consumption: fans, participants and members
We examine how people engage with sport as fans, participants, members and customers, from experience and engagement through to pricing and psychological ownership. This includes the forces reshaping demand – generational change, sustainability, social responsibility, and equitable access. We work with organisations to understand how these shifts affect what audiences and users want and expect, and how their experiences and behaviours lead to social and economic outcomes.
Shape the future of the sport industry
Study a PhD at Deakin Business School and be at the forefront of sport business research. You'll connect with the sporting industry and make an impact through meaningful research.
Our researchers
Leadership
- Professor Adam Karg (co-director)
- Associate Professor Steve Swanson (co-director)
Members
- Professor Pamm Phillips
- Dr Jonathan Robertson
- Associate Professor Katie Rowe
- Associate Professor Ali Tammadoni
- Dr Katherine Raw
- Dr Hunter Fujak
- Dr Josh McLeod
- Dr Kasey Symons
- Dr Sarah Reddan
- Ms Ellie Faulkner
- Dr Ashleigh Thompson
- Dr Jayme Verhagen
Associates
- John Percisco (Industry Research Fellow)
- Danny Bowerin (doctoral candidate)
- Ash Aanand (doctoral candidate)
Our partnerships
We collaborate with industry to develop the capacity of sport and sport organisations to maximise their social and economic impact through research, innovative practice, and evidence-based solutions.
Our partners span national and state sporting organisations, professional clubs, volunteer bodies, government agencies and commercial providers, and our work ranges from single studies through to multi-year research programs.
