Eric is a Senior Lecturer of Sport Management, coordinator of the postgraduate courses in Sport Business and Integrity, and an Associate in the Institute of Sport, Exercise and Active Living (ISEAL).

Prior to coming to VU, he served nearly seven years as a Professor of Sport Business at Saint Leo University (Florida USA), with four of those years as the Chair of the Department of Sport Business, International Tourism and Hospitality Management.

Previous to Saint Leo, he spent nine years at Daniel Webster College (New Hampshire USA), where he was an Associate Professor and Program Coordinator of Sport Management within the School of Business, Management, and Professional Studies. He also served as Visiting Senior Lecturer and Researcher at the University of Ballarat from July 2006 to June 2007.

Eric’s research concentrates on sport marketing, and sport facility and event management. He has a specific focus on the marketing of hallmark and major sports games and events, including bid processes, and the inception, acquisition and event implementation. Through his consultancy work, he was involved with public relations and advertorial efforts related to the 2022 Winter Olympic and Paralympic Games bids for Beijing, China and Almaty, Kazahkstan. Eric is currently involved with the 2024 Summer Olympic and Paralympic Games bids for Budapest, Hungary; Los Angeles, California, USA; and Paris, France.

Recent publications

Eric has published five books (two editions of two books as lead; one book joining team of international authors as lead), and will be starting on a third edition of his sport marketing book in 2017. He has published numerous articles, case studies and encyclopaedia entries to multiple leading publications. He has made over 65 presentations and university guest lectures around the world to date. In March 2017 Eric will be a keynote speaker at the Asociación Latinoamericana de Gerencia Deportiva (Latin American Association of Sport Management) Congress in Buenos Aires, Argentina .


Schwarz, E.C., Westerbeek, H., Liu, D., Turner, P., & Emery, P. (2016). Managing sport facilities and major events (2nd ed.). Oxford, UK: Routledge.

Schwarz, E.C., Hall, S.A., & Shibli, S. (2015). Sport facility operations management: A global perspective (2nd ed.). Oxford, UK: Routledge.

Schwarz, E.C., Hunter, J.D., & LaFleur, A. (2012). Advanced theory and practice in sport marketing (2nd ed.). Oxford, UK: Taylor and Francis/Routledge.

Refereed articles

Yao, Q. & Schwarz, E.C. (2017). Transnational venue management corporations and local embeddedness: A case study on the Mercedes-Benz Arena in Shanghai, China. International Journal of Sports Marketing and Sponsorship, 18 (1), 70 80.

Schwarz, E.C., Jamieson, N.I., & Pitts, B.G. (2015). The role of demography and migration in shaping the future of leisure, recreation, and sport. International Journal of Sport Management, 16(4), 620-644.

Schwarz, E.C., Murphy, P.R., & Caldwell, B. (2013). The marketing and economic implications of select bankruptcies in North American professional sports since the start of the global economic crisis. Journal of Applied Marketing Theory, 4 (1), 29-39.;

Schwarz, E.C., & Branch, D.D. (2011). Social marketing as a catalyst for building new relationships between sport practitioners and academicians. Journal of Applied Marketing Theory, 2 (2), 56-67.

Schwarz, E.C. (2010). The role of recovery marketing to recapture a sport market over the past decade: From travel and tourism to professional and amateur sport business. Journal of Applied Marketing Theory, 1 (2), 24-35.

Schwarz, E.C. (2010). The reciprocal and influential connection between sport marketing and management, and the sport sciences. International Journal of Sport Management and Marketing, 7 (1/2), 33-43.

Research project

Economic Impact of Global Rugby: Part III: Strategic and Emerging Markets (2011): Commissioned by MasterCard International; researched and prepared in partnership through the Centre for the International Business of Sport at Coventry University in the United Kingdom on the current state of rugby in the United States, which included the demographics and participations rates for rugby, how many people watch, and what the value of the market is.

Research grants

2016 – 2017: Sport Management Association of Australia and New Zealand (SMAANZ) Industry Engagement Grant: Lead researcher awarded a $5,000 grant for a 12-month study on “Moving from Local to Glocal: Engaging New Customers by Connecting International Tourists to Locals through Professional Sports” in partnership with SportsHosts and the Australian Football League (AFL).

2016 – 2017: Victoria University Office of Learning and Teaching (OLT) Technology Enhanced Learning (TEL) Grant: Received a grant of $18,500 to lead the development of online units for the Postgraduate Courses in Sport Business and Integrity.

2007 - 2008: AFL Victoria Artificial Turf Testing Study: Member of the research team at the University of Ballarat chosen by AFL Victoria to complete a $60,000, 12-month study to identify the critical factors that can be used to guide decision making on the use of artificial turf for Australian Rules Football - including testing and comparing products, determining the differences between playing performance on natural versus artificial turf, establishing the suitability of multi-sport use of the artificial surfaces, and providing recommendation about the appropriateness and consequences of playing Australian Rules Football and Cricket on artificial turf surfaces. Additional stakeholders for this study include Cricket Australia, AFL Insurers, and Sport and Recreation Victoria.

Teaching responsibilities

Eric coordinates and teaches the following units:


Eric currently supervises four Masters and three PhD students. He also coordinates the postgraduate courses in Sport Business and Integrity, which includes:

Professional memberships

Editorial review board for:

Industry experience

Eric has led consulting projects and worked events in coordination with students with multiple professional teams/leagues, community sport organisations, private sport enterprises, and amateur sport organisations.

Areas of expertise

  • sport business management
  • sport event management
  • sport facility management
  • Sport marketing.

Contact details

+61 (3) 9919 4435