Hans Westerbeek

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Intelligence refers to the ability to acquire and apply knowledge and skills. As an academic and as a management and marketing consultant I have a passion for the acquisition and application of knowledge and skills in the field of global sport business. I am a Professor of International Sport Business at Victoria University in Melbourne, Australia and I have Visiting Professorial appointments at the Free University of Brussels (VUB) in Belgium, the Real Madrid Graduate School at the European University of Madrid in Spain, and at the Central University of Finance and Economics (CUFE) in Beijing, China.

My Sport Business Intelligence blog is at the heart of this site. I want to engage with all who have an interest in, and opinion about global sport business. You can do that passively by reading the blog, or actively by responding to it, or even start contributing content that I may use in future blog postings. 

Some of my sport business intelligence projects and outputs

Recent research consulting projects

I am very excited about a number of projects that I am involved in. Most recently we started a project with the ITF (International Tennis Federation): 'Evaluating the Play and Stay Campaign. Tim Buszard and Damian Farrow are leading this project and I am happy to make a contribution.

With Tennis Australia we are working on a project that we have titled Sport Business Intelligence. Nader Chmait is our postdoctoral research fellow working full time on this project, together with Machar Reid from Tennis Australia, Rochelle Eime, Sam Robertson and Carmine Sellitto from VU.

With Camilla Brockett and Damian Farrow we are running ‘Physical literacy – a foundation for sporting excellence in India’. on behalf of the Australia India Council, and the Department of Foreign Affairs and Trade, Commonwealth Government of Australia. An extension of this project led to a partnership with Procam, owners and organisers of amongst other major events 'the Mumbai marathon' during which we surveyed 100s of participants on their physical literacy history.

With Professor Bob Stewart, Jack Harvey, and Rochelle Eime we are conducting a project into 'the social impact of tennis', on behalf of Tennis Australia.

Also with Camilla Brockett, Damian Farrow and various ISEAL team members we are running another project in India titled 'Building capacity in the State sporting systems'. This project is run in the state of Punjab, India  on behalf of the State Government of Punjab (start in 2016 – 5 year contract)

A long running project in India titled ‘Sporting excellence through partnership and development’, is about to be extended into phase 2 and is run with Michael Linley,  Camilla Brockett and Damian Farrow, on behalf of the State Government of Kerala, India (2014-2019)

With Aurelie Pankowiak and Camilla Brockett we are looking into  ‘Identifying key policy factors leading to elite parasport success’,  on behalf of the Australian Paralympic Committee. (2015-2019).

We are about to finish a national survey, phase 4 of a comprehensive ‘Market trends in female active-wear buyer behaviour’ project I am working on with  Clare Hanlon, Jonathan Robertson and  Ramon Spaaij, on behalf of the Australian Sporting Goods Association.

With Claire Jenkin, Rochelle Eime and Jannique van Uffelen we are looking into  ‘Sport participation and active ageing, on behalf of the Australian Sports Commission

And with Michael Linley and Eric Schwarz we are working on  ‘Developing a Global Sport Index’. This work is in partnership with Sportcal (UK). (2012-ongoing). The project is about developing a rating system for major sporting events to assess their impact on the communities that host them. 


Recent opinion output

Westerbeek, H.M. (2016). Sport cartels no different to the drug trade. At

Westerbeek, H.M. (2016). Fans deserve fair play in major sports, not cheating and corruption. The Conversation, Published on 10 May (Australia).

Westerbeek, H.M. (2016). Game, set and scandal: the winners and losers amid claims of match fixing in tennis. The Conversation, Published on 18 January (Australia).

Shibli, S., & Westerbeek, H.M. (2015). Australia’s Olympic medal haul has been in decline: can we do better in Rio? The Conversation, Published on 24 November (Australia).

Spaaij, R. & Westerbeek, H.M. (2015). Kennisverwerving op het snijvlak van wetenschap en praktijk,Sport & Strategie. September, Vol. 8, Issue 4, pp. 27 and 35 (Netherlands).

Westerbeek, H.M. (2015). Making young Australians good sports through fair play, The Age online. Published 27 May 2014 (Australia). Reprinted in Fair Play and Integrity in Sport, Issues in Society, Volume 383.

Westerbeek, H.M. (2014). What sport will look like in 2032, The Age online. Published 20 August (Australia).

Westerbeek, H.M. (2014). Melbourne sports capital of the world, not quite, The Age online and in print. Published 12 August (Australia).

Westerbeek, H.M. (2014). FIFA is back to its core business but Platini should replace Blatter. The Conversation. Published on 6 June (Australia).

Westerbeek, H.M. (2014). Qatar saga shows why fifa should return football to the fans. The Conversation. Published on 6 June (Australia).

Westerbeek, H.M. (2014). Making young Australians good sports through fair play, The Age online. Published 27 May (Australia).

Spaaij, R. & Westerbeek, H.M. (2014). Sport in conflict: can cricket heal war torn Afghanistan? The Conversation, Published 6 March (Australia)

Westerbeek, H.M. & Spaaij, R. (2014). Manchester cash will sheikh up A-League but not how you think. The Conversation, Published 1 February (Australia)

Westerbeek, H.M. (2013). The biggest player trade: IPOs for sport stars. Business Published on the 25th of October (Australia).

Westerbeek, H.M. (2013). Invest in your favourite athlete? What could possibly go wrong? The Conversation. Published on 24 October (Australia). At

Brockett, C. & Westerbeek, H.M. (2013). How much are we prepared to pay for international sport success. The Conversation. Published on 3 August (Australia). At

Westerbeek, H.M. (2013). Is Australie de eerste dominosteen die valt?Sport & Strategie. March, Vol. 7, Issue 2, p. 13 (Netherlands).

Westerbeek, H.M. (2012). Kun je een topsportcultuur kopen?Sport & Strategie. October, Vol. 6, Issue 8, pp. 20-21 (Netherlands).

Westerbeek, H.M. (2012). On the ball: does the AFL need to design a better footy. The Conversation. Published on 31 August (Australia). At

Westerbeek, H.M. (2012). The 80-20 rule: grassroots versus elite sport investment. The Conversation. Published on 10 August (Australia). At

Westerbeek, H.M. (2012). Muddy waters, do we need an Australian swimming review? The Conversation. Published on 8 August (Australia). At

Westerbeek, H.M. (2012). Are we finally waking up? The importance of sport and physical education in Australian schools. The Conversation. Published on 6 August (Australia). At

Westerbeek, H.M. (2012). Borat versus the (wo)man from the land downunder. The Conversation. Published on 6 August (Australia). At

Westerbeek, H.M. (2012). More money in, more medals out? The Conversation. Published on 2 August (Australia). At

Westerbeek, H.M. (2012). The risk-return of participating in the Games. The Conversation. Published on 1 August (Australia). At

Westerbeek, H.M. (2012). Broccoli and the power of the Olympic Games. The Conversation. Published on 30 July (Australia). At

Westerbeek, H.M. (2012). What sells better, sex or sport. The Conversation. Published on 30 July (Australia). At

Westerbeek, H.M. (2012). Darwin and why we like the Olympics. The Conversation. Published on 24 July (Australia). At

Westerbeek, H.M. (2012). Eddie M is right. The Conversation. Published on 23 July (Australia). At

Westerbeek, H.M. (2012). Global event for global sponsors. The Conversation. Published on 20 July (Australia). At


Most recent academic work

Eime, R. M., Harvey, J., Charity, M. J., Casey, M., Westerbeek, H. and Payne, W. R. (2017), The relationship of sport participation to provision of sports facilities and socioeconomic status: a geographical analysis. Australian and New Zealand Journal of Public Health, 41: 248–255. doi:10.1111/1753-6405.12647

O’Sullivan, G., Hanlon, C., Spaaij, R, and Westerbeek, H. (2017). Women’s active wear trends and drivers: A systematic review. Journal of Fashion Marketing and Management: An International Journal, 21, 1, 2-15, 

Dalfsen, van G., Hoecke, van J. & Westerbeek, H.M. (2016). Does natural leadership exist in elite youth football? International Journal of Sport Management. 17, 4, 500-516.

Perck, J., Hoecke van J., Westerbeek, H.M. & Breesch, D. (2016). Determinants influencing the structural design type of Flemish gymnastics clubs. International Journal of Sport Management. 17, 1-26.

Jenkin, C., Eime, R., Westerbeek, H., O’Sullivan, G. & van Uffellen, J. (2016). Are they worth their weight in gold: sport for olders adults – benefits and barriers of their participation for sporting organisations. International Journal of Sport Policy and Politics.

De Bosscher, V., Shibli, S., Westerbeek, H.M., & Bottenburg van, M. (2016). Convergence and Divergence of Elite Sport Policies: Is There a One-Size- Fits-All Model to Develop International Sporting Success? Journal of Global Sport Management, 

Eime, RM., Harvey, J.T., Charity, M.J., Casey, M.M., Westerbeek, H.M. & Payne, W.R. (2016). Age patterns of sport participants. BMC Sport Science, Medicine and Rehabilitation. DOI: 10.1186/s13102-016-0031-3 

Perck, J., Hoecke van J., Westerbeek, H.M. & Breesch, D. (2016). Organisational change in local sport clubs: the case of Flemish Gymnastics Clubs. Sport, Business and Management: an international journal.

Truyens, J., Bosscher de, V., Sotiriadou, P., Heyndels, B. & Westerbeek, H.M. (2015). A method to evaluate countries’ organisational capacity: A four country comparison in athletics. Sport Management Review,

Eime, R.M., Sawyer, N., Harvey, J.T., Casey, M.M., Westerbeek, H.M, Payne, W.R. (2015). Integrating Public Health and Sport Management: Sport participation trends 2001-2010.  Sport Management Review.

Truyens, J., Bosscher de, V., Heyndels, B. & Westerbeek, H.M. (2013). A resource-based perspective on countries’ competitive advantage in elite athletics. International Journal of Sport Policy and Politics.

Westerbeek, H.M. & Rubingh, B. (2013). Twenty years of the European Association for Sport Management: the early beginnings. European Sport Management Quarterly.  

Westerbeek, H.M. & Linley, M. (2012). Building city brands through sport events: theoretical and empirical perspectives. Journal of Brand Strategy. 1 (2), 1-13.

Smith, A. & Westerbeek, H.M. (2010). From enhancement to engagement: reflections on the future of sport consumption. Sport in Society. 13 (02), 344-353.

Spaaij, R. and Westerbeek, H.M. (2010). Sport business and social capital: a contradiction in terms? Sport in Society. 13 (09), 1359-1376.

Westerbeek, H.M. (2010). Commercial sport and local communities: a market niche for social sport business? Sport in Society. 13 (09), 1414-1418.

Westerbeek, H.M. (2010). Sport management and sport business: two sides of the same coin? Sport in Society. 13 (09), 1291-1297.

Westerbeek, H.M. (2009). The Amsterdam Olympic Games of 1928 and 2028: Will city heritage inform legacy intent? Sport in Society. 12 (06), 776-791.

Smith, A., Graetz, B., & Westerbeek H.M (2008). Sport sponsorship, team support and purchase intention. Journal of Marketing Communications. 14 (5), December, 387-404.

Smith, A. & Westerbeek, H.M. (2007) Sport as a Vehicle for Deploying Corporate Social Responsibility. Journal of Corporate Citizenship. 7(25), 43-54.


Some of my books

Schwarz, E., Westerbeek, H.M., Liu, D., Emery, P. and Turner, P. (2016). Managing Sport Facilities and Major Events. 2nd edition, London: Routledge.

De Bosscher, V., Shibli, S., Westerbeek, H.M., & Bottenburg van, M. (2015). Successful elite sport policies. An international comparison of the Sports Policy factors Leading to International Sporting Success (SPLISS 2.0) in 15 nations. Germany, Meyer and Meyer.

Shilbury, D., Westerbeek, H.M., Funk, D., Quick, S. & Karg, A. (2014). Strategic Sport Marketing. 4th edition. Sydney: Allen and Unwin.

Theeboom, M., Westerbeek, H.M. & De Knop, P. (2013). (Eds.).  EU-involvement in sport. Between inspiration and regulation. Brussels: Academic Scientific Publishers.

Hoye, R., Smith, A., Nicholson, M., Stewart, B. & Westerbeek, H.M. (2012). Sport Management: Principles and Applications. 3nd edition. London/New York: Routledge.

Westerbeek, H.M. (2011). (Editor). Global sport business: community impacts of commercial sport. London: Routledge.

Westerbeek, H.M. & Anderson, A. (2011). Sport en bewegen voor ouderen in Nederland – een nationaal marktonderzoek (Sport and Physical Activity for the Elderly in the Netherlands – a national market research study). Ministry of Health, Welfare and Sports and VSB Fund. Nieuwegein, the Netherlands: ARKO Sports Media.

Westerbeek, H.M. (2010). International Sport Marketing. Saarbrucken, Germany: Lambert Academic Publishing.

Westerbeek, H.M. (2009). (Editor). Using sport to advance community health: an international perspective. Ministry of Health, Welfare and Sports. Nieuwegein, the Netherlands: ARKO Sports Media.

Rein, I., Kotler, P., Shields, B. & Westerbeek. H.M. (2008). De ongrijpbare sportfan, brand management in de 21e eeuw. Nieuwegein, the Netherlands: ARKO Sports Media.

Westerbeek, H.M. & Smith, A. (2007). Topmanagement van sporttoppers: 50 Leiderschap Lessen uit de Sport. (Topmanagement by sporting elite: 50 leadership lessons from sport), revised second edition, Nieuwegein, the Netherlands: ARKO Sports Media.

Westerbeek, H.M. (2007). Sportbeleid in internationaal vergelijkend perspectief. (Sport Policy: an International Comparative Perspective), Nieuwegein, the Netherlands: ARKO Sports Media.

Westerbeek, H.M. & Smith, A. (2005). Business Leadership and the Lessons from Sport. London: Palgrave Macmillan.

Stewart, B. Nicholson, M, Smith, A. & Westerbeek, H.M. (2004) Australian Sport Policy: Better by Design? London: Routledge. (hardcover and paperback)

Smith, A. & Westerbeek, H.M. (2004). The Sport Business Future. London: Palgrave Macmillan.

Westerbeek, H.M. & Smith, A. (2003). Sport Business in the Global Marketplace. London: Palgrave Macmillan.