Anton Behrens

Anton Behrens is a Lecturer and Researcher at the German Sport University Cologne (Institute of Sport Economics and Sport Management, Section Sports Business Administration) and a Lecturer at the University of Applied Management, Berlin. His work focuses on international consumer behavior, globalization in sports, and brand positioning in team sports.

Education:

• PhD Student in Sport Management at German Sport University Cologne (since 2016)
• Master of Arts in Sport Management, University of Applied Management, Erding (2014–2016)
• Bachelor of Arts in Sport Management, Ostfalia University of Applied Sciences, Salzgitter (2011–2014)

Research Interests:

• International consumer behavior in sports
• Globalization strategies for sports organizations
• Brand positioning of foreign sports teams in Germany and China
• Impact of stadium atmosphere on media consumption
• Segmentation of satellite sports fans

Publications: His research has been published in journals like Journal of Sport Management and European Sport Management Quarterly, covering topics such as cross-cultural branding, fan engagement, and media dynamics. He has also presented at conferences like the EASM Conference 2018.

Projects: He contributed to the Konzeptphase EXIST project, focusing on sports science startups.