Hans Westerbeek

Commission Member – Hans Westerbeek is Professor of Sport Business and Director of the Institute of Sport, Exercise and Active Living (ISEAL) at Victoria University in Melbourne, Australia. He also holds an appointment as Chair of Sport Management at the Free University of Brussels (Belgium). Previously he was Head of the School of Sport, Tourism and Hospitality Management and Professor of Sport Management at La Trobe University in Melbourne. Prior to his academic appointments he worked as an academic and consultant in the fields of international marketing and sport business. Hans has consulted to professional sport organisations, (inter)national and state sport associations, and local and state government in multiple countries, such as FIFA, IMG, Giro d’Italia, Sport Business Group, the governments of the United Arab Emirates, New Zealand, Australia and the Netherlands and Saujana Limited Group (Malaysia). He has written 18 books on sport management, sport marketing and sport business related topics and he is frequently consulted by the international media as a sport business expert.

Hans is also an experienced corporate facilitator and has conducted a range of residential professional development programs including marketing management for Coles Myer, Australia Post and the ANZ bank, leadership training for Agilent senior management, strategic management for Sport Knowledge Australia, a leadership component in Australian Football League Level I (elite) coaching program, cross-cultural management and leadership, and sportmarketing components in the MBA programs of the University of Groningen (Netherlands) and the Free University of Brussels (Belgium).

Prior to moving to Australia, he was a marketing manager with Freia Science Services BV in the Netherlands and a member of the Sport Management Committee of the European Union’s European network of sport science institutes. He is a founding board member of the European Association for Sport Management (EASM), the Past President of the Sport Management Association of Australia and New Zealand (SMAANZ) and he is also the Past President of the Netherlands Chamber of Commerce in Australia (NCCA). He is a member of the Editorial Board of Arko Sports Media where he is the editor of the Global Sports section of the magazine Sport and Strategy.

He has received numerous academic and industry awards including outstanding service awards from the Netherlands Chamber of Commerce in Australia and the Sport Management Association of Australia and New Zealand, outstanding achievement awards from Deakin University and most recently, Henry Fong Award for Contributions to Global Citizenship by the International Network of Universities.