Skip to main content

Hans Westerbeek

Consortium Partner Academic, Academic staff
+61 3 9919 9473


Professor Hans Westerbeek is Professor in Sport Business, and the Director of the Institute of Sport, Exercise and Active Living (ISAEL) at Victoria University in Melbourne. He was previously the Chair of Sport Management at La Trobe University and he continues to serve as a Professor in Sport Management at the Free University of Brussels (Belgium). He has also served as the Head of the School of Sport, Tourism and Hospitality Management at La Trobe University. Before migrating to Australia in 1994, he worked as a marketing professional in the Netherlands. He co-founded the European Association for Sport Management (EASM) and was a founding member of the European Union’s European Network of Sport Science Institutes. In Australia he was one of the founding Board members of the Sport Management Association of Australia and New Zealand (SMAANZ) for which he also served as President. Professor Westerbeek is an active researcher and consultant to a variety of international organisations. He has worked for more than 50 different organisations including:

  • Western Mining Company
  • Coles Myer
  • Hewlett Packard
  • Australian Football League
  • Cricket Australia
  • Tennis Australia
  • PGA of Australia
  • VicHealth
  • Australian Sports Commission
  • Ministry of Health, Welfara and Sport (Netherlands)
  • Royal Dutch Football Association
  • Dutch Olympic Committee
  • LA Galaxy (USA)
  • Al Jazira Sport and Cultural Club (Abu Dhabi, UAE)
  • Saujana Golf and Country Club (Kuala Lumpur, Malaysia)
  • FIFA (football)

Professor Westerbeek has co-authored 20 books in sport management, marketing and business.

The areas of expertise of Hans Westerbeek are global sport business, commercial development of sport, destination marketing/branding through major sport events, social value of sport, sport business and sport marketing, strategic management of sport and sport organisations.



Victoria University
PO Box 14428
8001 Victoria, Melbourne (Australia)