Uncovering the Future of Sport Business
Hans Westerbeek, PhD
Professor of Sport, Business and AI
Victoria University / Real Madrid Graduate School / Vrije Universiteit Brussel / Central University for Economics and Finance (CUFE, Beijing) / Jio Institute, Mumbai, India / Amsterdam University of Applied Science / SportAI Foundation / Sports Cloud Australia.
Hans Westerbeek
Bachelor of Physical Education (Hanze University Groningen)
Masters of Human Movement Sciences (University of Groningen)
Masters of Business Administration (Deakin University)
PhD (International Marketing) (Deakin University)
Advanced Management Program (Harvard Business School)
GAICD (Australian Institute of Company Directors)
Excited to share and exchange insights
The sport industry has always been in flux — but right now it's being reshaped faster than at any point in my career. AI is rewriting how athletes are scouted, branded and protected; how fans are engaged and monetised; how integrity, governance and policy are designed and defended. Sport remains what it has always been — the most dynamic and global industry on the planet, a platform for mass communication, illogical passion, frantic innovation, social debate and superhuman performance. What's changed is that the rules of the game, on and off the field, are now being written in code as much as in boardrooms.
This site is where I share research, opinion and conversation across sport, business and AI — covering athlete branding, governance, fan culture, sportswashing, women's sport, mega-events, and the broader question of how technology is reshaping an industry that touches almost everyone, everywhere. Excited to share and exchange insights.
