Staff profile

Dr Anthony Kerr

Lecturer, Sport Management

Faculty of Business, Economics and Law

La Trobe Business School
Department of Management
Centre for Sport and Social Impact

DWB 106, Melbourne (Bundoora)

 

Qualifications

B.A., B.Econ., Grad.Dip.Comm.Prac., M.Sc. (Sport Mgt.), M.B.A. (Hons.), PhD.

Area of study

Sport Management

Brief profile

Anthony has a PhD from the University of Technology, Sydney, has a proven track record in marketing, sponsorship and media relations for a number of sport organisations worldwide and has worked with some of the world's most famous brands. This has included the UK Super League, baseball, lacrosse and the likes of Nike, AT&T Wireless and TimeWarner. He has postgraduate degrees from the University of Oregon and the University of Massachusetts and is interested in the valuable contribution foreign fans ('satellite supporters') can make to a professional team's bottom line.

Anthony has designed and delivered a wide range of sport marketing and media subjects and, as a member of the Centre for Sport and Social Impact, has presented and published widely on the brand equity of professional sport teams and the importance of fans, especially in a global marketplace. He is the Course Coordinator for the Bachelor of Business (Sport Management) and is heavily involved in the design and curriculum development of the Sport Management and Sport Development and Management degrees. Furthermore, he is also the Treasurer of the Sport Management Association of Australia and New Zealand (SMAANZ) and a member of the La Trobe University Academic Board.

Research interests

Branding and professional sport

- Please contact me to discuss a topic.

International Marketing

- Please contact me to discuss a topic.

Teaching units

MGT2SME Sport Media (2nd Year)

MGT1SMK Sport Marketing (1st Year)

MGT3SFS Sport Funding and Sponsorship (3rd Year)

Recent publications

Refereed Journal Articles

Kerr, A.K. (in press), 'Australian Football Goes for Goal: The Team Identification of American AFL Sports Fans', Football Studies.

Emery, P.R., Crabtree, R.M. and Kerr, A.K. (2012), 'Australian Sport Management Job Market: An Advertisement Audit of Employer Need', Annals of Leisure Research, 15:4, pp. 335-353.

Kerr, A.K. and Emery, P.R. (2011), 'Foreign Fandom and the Liverpool FC: A Cyber-Mediated Romance', Soccer and Society, 12:6, pp. 880-896.

Kerr, A.K. and Emery, P.R. (2011), 'The Allure of an 'Overseas Sweetheart': A Liverpool FC Brand Community', International Journal of Sport Management and Marketing, Vol. 9, No. 3/4, pp. 201-219.

Kerr, A.K. and Gladden, J.M. (2008), 'Extending the understanding of professional team brand equity to the global marketplace', International Journal of Sport Management and Marketing, Vol. 3, No. 1/2, pp. 58-77.

Book Chapters

Kerr, A.K., Smith, N.F. and Anderson, A. (2011), 'As American as Mom, Apple Pie and Dutch Soccer?': The Team Identification of Foreign Ajax FC Supporters', in H. Dolles & S. Soderman (eds.), Sport as a Business: International, Professional and Commercial Aspects, Palgrave Macmillan, Basingstoke, UK, pp. 15-34.

Kerr, A.K. (2009), 'Online Questionnaires and Interviews as a Successful Tool to Explore Foreign Sports Fandom', in N.K.LI. Pope, K.L. Kuhn & J. Forster (eds.), Digital Sport for Performance Enhancement and Competitive Evolution: Intelligent Gaming Technologies, IGI Global, Hershey, PA, pp. 228-244.

Refereed Conference Papers

Kerr, A.K. (2008), 'Team Identification and Satellite Supporters: The Potential Value of Brand Equity Frameworks'. In Sport Marketing Association (ed.), Bridging the Gap: Bringing the World Down Under. Proceedings of the 6th Annual Sport Marketing Association Conference (pp. 48-66). University of Southern Queensland, Toowoomba, Australia.

Refereed Conference Proceedings

Kerr, A., Hoye, R., Brown, K. and Nicholson, M. (2012), 'Taking the Pulse of a New Franchise: An Analysis of Member Identification with the Melbourne Heart FC'. 18th Annual Sport Management Association of Australia and New Zealand Conference, Sydney, Australia.

Bove, D., Hodkinson, C. and Kerr, A. (2012), 'Value Co-Creation in the Australian Football League (AFL): A Service-Dominant Logic (SDL) Approach to an Old Problem'. 20th Conference of the European Association for Sport Management, Aalborg, Denmark.

Kerr, A.K. (2011), ''Tippekampen, Turkish Nights and Torres:' The Team Identification of Scandinavian Liverpool FC Fans'. 19th Conference of the European Association for Sport Management, Madrid, Spain (ISBN: 978-84-694-7336-8).

Kerr, A.K. (2010), 'Foreign Fandom and the Liverpool FC: A Cyber-Mediated Romance'. The Development of Football: Commercialization, Culture and Identity, Malmo, Sweden.

Kerr, A.K. (2009), 'The Allure of an 'Overseas Sweetheart': The Existence of a Liverpool F.C. Brand Community'. 15th Annual Sport Management Association of Australia and New Zealand Conference,  Gold Coast, Australia.

Kerr, A.K. (2008), 'Team Identification and Satellite Supporters: The Potential Value of Brand Equity Frameworks'. 6th Annual Sport Marketing Association Conference, Toowoomba, Australia.

Kerr, A.K. (2007), 'You'll Never Walk Alone - Team ID and the Satellite Supporter (Liverpool F.C.)'. 13th Annual Sport Management Association of Australia and New Zealand Conference, Auckland, New Zealand.

Kerr, A. and Jonson, P. (2007), 'Brand Equity and the Foreign Fan'. 15th Congress of the European Association for Sport Management, Torino, Italy.

Invited Conference Presentations

Kerr, A.K. and Smith, N.F. (2008), 'As American as Mom, Apple Pie and Dutch Soccer? The Team Identification of Foreign Ajax F.C. Supporters'. Targeting the International Audience: Challenges Facing Sports Management, Heilbronn, Germany, March 3-4.

Kerr, A.K. (2007), 'A Brave New World: Foreign Fans, Brand Equity and Team ID'. Executive Sport Management Program, Sport Knowledge Australia, Sydney, Australia, October 14-19.

Popular Press/Interviews:

Kerr, Anthony (2011), 'Rugby League has runs on the board to counter AFL incursion', National Times, December 21, http://www.nationaltimes.com.au/opinion/society-and-culture/rugby-league-has-runs-on-the-board-to-counter-afl-incursion-20111221-1p57p.html 

Hamlett, A. (2011), 'Rebels can do what the AFL can't - unite Victoria', The Roar, June 15, http://www.theroar.com.au/2011/06/15/rebel-who/.

Kerr, Anthony (2011), 'Revolution? More Like 'Rebelution', La Trobe Opinions, February 25, http://www.latrobe.edu.au/news/articles/2011/opinion/revolution-more-like-rebelution. 

Kerr, Anthony (2011), 'It takes more than on-field success to pierce a crowded sports market', National Times, February 24, http://www.nationaltimes.com.au/opinion/society-and-culture/it-takes-more-than-onfield-success-to-pierce-a-crowded-sports-market-20110223-1b58v.html.

Kerr, Anthony (2011), 'The Storm, Rebels and Sponsorship', La Trobe Opinions, February 10, http://www.latrobe.edu.au/news/articles/2011/opinion/an-exciting-season-for-storm-and-rebels.

King, B. (2009), 'Capturing the out-of-market fan', Street & Smith's Sport Business Journal, November 9, pp. 40-47, http://www.sportsbusinessdaily.com/Journal/Issues/2009/11/20091108/Technology-In-Sports/Capturing-The-Out-Of-Market-Fan.aspx.