Gerhard Nowak

Gerhard Nowak is a Professor and founding faculty member at the IST School of Management (IST-University of Applied Sciences), where he has served as Dean of the Department of Sport & Management since 2014. His academic leadership includes directing the bachelor's program and contributing to national (Sports Economics Working Group) and international (European Association for Sport Management) research bodies. Parallel to academia, he operates a PR and event agency as CEO since 1988, blending practical industry insights with scholarly work.

Nowak's research explores interdisciplinary domains in sports management, with emphasis on:

• Media dynamics in sports business ecosystems
• Cross-border commercial strategies for sports organizations
• Integrated frameworks for event operations and sponsorship optimization

His publications since 2017 reflect evolving focus toward sustainability and stakeholder theory in sports sponsorship, particularly examining managerial challenges for SMEs and ethical communication paradigms.

No awards, student advisories, or research grants are documented in available materials.