Doctor Keith Parry

Doctor Keith Parry

Adjunct Fellow,
Dean's Unit - School of Business

Senior Lecturer,
Hospitality, Marketing and Sport (sobus)


Keith D. Parry is a Senior Lecturer at Western Sydney University.  His research interests are based on the sociology of sport, with a focus on sports fandom and the spectator experience.  His research has made use of innovative methodologies, such as Autoethnography, to provide a greater understanding of sports fans.  He has collaborated with international colleagues to publish studies on international sports fandom and he has co-edited a book examining the relationship between football codes and community.  He has recently published a series of interactive iBooks on the subject of Sport Entertainment while his knowledge and expertise have also been recognised with invitations to write for websites such as The Conversation and The Allrounder, allowing him to disseminate his knowledge to a wide audience.  

Keith’s PhD examined the formation of sports heroes within the setting of a new professional sports team (the GWS GIANTS), it investigated when and how heroes are formed, and who (or what) dictates their emergence.  His research has examined issues around identity, masculinity, and the conflicts between country and culture in Australia.  This research has provided him with a deep insight into both the sociology of sport (and sports fans) and the Greater Western Sydney region.   

Keith is passionate about teaching and has developed a number of blended learning strategies, often making use of innovative technology, to enhance his teaching.  He is making particular use of Twitter within his teaching to engage students inside and outside of the classroom.  You can follow Keith on Twitter at @sportinaus.  His initiatives have included a mock press conference held with the GWS GIANTS club and the creation of an iTunes U course.  Keith’s creative, enthusiastic, innovative and dynamic teaching approach has been recognised for positively motivating and engaging students.  In 2014, he won a prestigious Learning and Teaching Award in recognition of this approach.

Keith is actively engaged with a variety of community partners within the Greater Western Sydney region.  These partnerships allow Keith to engage in research consultancy and to provide engaged learning opportunities for students at Western Sydney University.  For instance, he recently ran a mock press conference with students and coaches as the GWS GIANTS club, allowing students to apply academic theory in a real-life setting.  Keith's links with industry have allowed students to work with partners such as the Canterbury Bankstown Bulldogs, Vanuatu Rugby League, and the Steve Waugh Foundation. 

Prior to moving to Australia, Keith was a Program Leader of Sports Coaching and Development (Honours Degree) at Bournemouth University (UK), where he taught across a range of programs in Sports Management, Sports Development, Sports Coaching, and Sports Psychology.  He was heavily engaged with industry partners and worked with organisations such as the Rugby Football Union, Dorset County Cricket Board, the Football Association Skills Programme, and Badminton England.  In 2008, he also received the Bournemouth University Award for 'Outstanding Contribution to Student Learning'.

This information has been contributed by Doctor Parry.


  • PhD University of Western Sydney
  • MA (Practical Archaeology) University of Birmingham (UK)
  • PG Cert Educ University of Warwick (UK)

Professional Memberships

  • International Sociology of Sport Association (2017)
  • Sport Management Association of Australia and New Zealand (2017 - 2017)
  • British Sociological Association (2010 - 2015)
  • Australian Society for Sports History (2016)
  • Higher Education Academy (2008)


  • UWS Learning and Teaching Award 2014-12-02


  • Cultural Studies
  • Fan Experiences
  • Sport
  • Sports Fans
  • Sports Sociology

Organisational Unit (School / Division)

  • Dean's Unit - School of Business
  • Hospitality, Marketing and Sport (sobus)



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Previous Teaching Areas

  • 200665 Strategic Communication in Sport, 2014
  • 200707 Service Industry Studies, 2014
  • 200751 Sport Management Applied Project, 2015
  • 400335 Contemporary Issues in Sport Management, 2015


Chapters in Books

  • Parry, K., George, E., Richards, J. and Stevens, A. (2020), 'Watching football as medicine : promoting health at the football stadium', Football as Medicine: Prescribing Football For Global Health Promotion, Routledge 9780367248888.
  • Parry, K., Rowe, D., George, E. and Hall, T. (2018), 'Healthy sport consumption : moving away from pies and beer', Sport and Health: Exploring the Current State of Play, Routledge 9781138290228.
  • Parry, K., Hall, T. and Baxter, A. (2018), 'Who ate all the pies? : the importance of food in the Australian sporting experience', Healthy Stadia: An Insight from Policy to Practice, Routledge 9781138506930.
  • Parry, K. (2014), 'It may be the World Cup, but how global is the "world game"?', A Year in the Life of Australia, Future Leaders 9780987480767.
  • Parry, K. (2013), 'Can't buy me love : the rise and fall of an AFL "hero"', Football and Communities Across Codes, Inter-Disciplinary Press 9781848882416.

Journal Articles

  • Richards, J. and Parry, K. (2019), '[In Press] Beers and blurred boundaries : the spatial and gendered organisation of pre-match venues for English football fans', International Review for the Sociology of Sport, .
  • Parry, K., Hall, T. and Baxter, A. (2017), 'Who ate all the pies? : the importance of food in the Australian sporting experience', Sport in Society, vol 20, no 2 , pp 202 - 218.
  • Parry, K., Jones, I. and Wann, D. (2014), 'An examination of sport fandom in the United Kingdom : a comparative analysis of fan behaviors, socialization processes, and team identification', Journal of Sport Behavior, vol 37, no 3 , pp 251 - 267.
  • Eastwood, A. and Parry, K. (2014), 'Soccer and samba', Spoonful: Magazine of the Arts Health Institute, vol 2 , pp 89 - 91.
  • Parry, K. (2012), 'Game of two passions : a football fan's autoethnography', Qualitative Research Journal, vol 12, no 2 , pp 238 - 250.
  • Parry, K. and Challis, L. (2010), 'How the legacy from the 2012 Olympics will impact on young people in sport : a poster presentation assessment', Link, vol 26 , pp 22 - 23.
  • Parry, K. (2009), 'Search for the hero : an investigation into the sports heroes of British sports fans', Sport in Society, vol 12, no 2 , pp 212 - 226.

Conference Papers

  • Storr, R., Parry, K. and Kavanagh, E. (2018), '"We are a sport for all Australian's" : exploring the non-performativity of institutional speech acts around LGBTI+ diversity in Australian sporting organisations', European Association for Sociology of Sport. Conference, Bordeaux, France.
  • Parry, K. and Cleland, J. (2018), 'Israel Folau, Australian football and racial folklore', European Association for Sociology of Sport. Conference, Bordeaux, France.
  • Parry, K., Khan, A. and Richards, J. (2018), 'Paying the price : ticket purchasing at sports events', Sport Management Association of Australia and New Zealand. Conference, Adelaide, S.A..
  • Parry, K. (2017), 'The formation of sports heroes and the role of national identity', World Congress of Sociology of Sport, Taoyuan City, Taiwan.
  • Parry, K. (2017), 'Jeremy Cameron : boy from the bush', Sporting Traditions, Sydney, N.S.W..
  • George, E., Rodas, A. and Parry, K. (2017), 'Mind and body : academic engagement with industry', Sporting Traditions Conference, Sydney, N.S.W..
  • Cull, M. and Parry, K. (2017), 'The cost of organised sport : increasing sport participation in NSW', Sport Management Association of australia and New Zealand. Conference, Gold Coast, Qld..
  • Parry, K. (2016), 'Unfair dinkum! : the exclusive nature of Australian sport', Team Sydney Sports Conference, Sydney, N.S.W..
  • Parry, K. (2016), ''We have lattes over here too...' : Sydney rivalries, old and new', History Week Symposium: Community Sporting Histories: Inclusion, Exclusion and Authority, State Library of New South Wales, Sydney, N.S.W..
  • Parry, K. and Eastwood, A. (2010), 'You'll Never Walk Alone', 8th International Qualitative Research Conference, .
  • Parry, K., Kavanagh, E., Wilding, A., Gatzidis, C. and Gibson, D. (2009), 'Risky Business: A new approach to teaching risk assessments in sports', ELSIB XIV Learning in higher education - how style matters, .
  • Gatzidis, C., Parry, K., Kavanagh, E., Wilding, E. and Gibson, D. (2009), 'Towards the Development of an Interactive 3D Coach Training Serious Game', IEEE First International Conference Games and Virtual Worlds for Serious Applications, .
  • Parry, K. (2009), 'A History and Comparison of Sporting Heroes', 'Communicating Experiences': 3rd International Conference for Qualitative Research in Sport & Exercise, .
  • Parry, K. and Jones, I. (2007), 'It's Only A Game: Experiences of Sub-Elite/Recreational Footballers at a Charity Tournament', Extraordinary Experiences Conference: Managing the Consumer Experience in Hospitality, Leisure, Sport, Tourism, Retail and Events, .

Other Publications

  • 2019, 'Developing LGBT+ Inclusive Supporter Groups in the Big Bash League', Report
  • 2018, 'Sydney Roosters Game Day', Report
  • 2018, 'Multicultural Settlement Program Evaluation', Report
  • 2018, '#smashemsixers: A Report on the Matchday Presentation of Sydney Sixers Women's Big Bash League Games', Report
  • 2017, 'Thematic Analysis of International Stadium and Precinct Developments', Report
  • 2015, 'Fan Engagement and Experience: A Study into Perceptions of ARU Members', Report

Keith's research interests are broadly based around the sociological study of sport, with a focus on sports fandom and the spectator experience. His PhD research focussed on the formation of sports heroes within the setting of a new professional sports club and has delved into Australian Identity, Masculinity, and Ethnicity.  

His reasearch into sports fans has seen him work with colleagues nationally and internationally.  Through innovative methodologies, such as autoethnography, he has aided the understanding of sports fans.  He has published in a number of leading journals and has co-edited a text examining the relationship between sport and the community.  Keith has also published a series of short iBooks as poart of a Sport Entertainment iTunes U course that he has developed. Keith is also a regular contributor to websites such as The Conversation and The Allrounder

Keith is also engaged in research into teaching and learning and in particular the use of Blended Learning and Social Media.  He has presented his practice at a variety of foums and continues to investigate new teaching practices.

A list of Keith's recent research publications can be found in our Research Repository.

This information has been contributed by Doctor Parry.

Previous Projects

Title: Evaluation of Football Federation of Australia Multicultural Settlement Program
  • Football Federation Australia Limited
Western Researchers: Keith Parry and Jess Richards
Years: 2018-03-14 - 2019-03-29
ID: P00024985
Title: Populous Tourism Areas research project
  • Populous Activate Pty Ltd
Western Researchers: Keith Parry and Tim Hall
Years: 2017-06-30 - 2017-07-31
ID: P00024353
Title: Improving health and wellness through Rugby League
  • Canterbury-Bankstown Bulldogs Rugby League Club
Western Researchers: Emma George and Keith Parry
Years: 2017-08-17 - 2019-12-31
ID: P00024178
Title: Bulldogs Community Membership Evaluation
  • Bulldogs Rugby League Club
Western Researchers: Keith Parry
Years: 2016-03-07 - 2016-11-10
ID: P00024410
Title: Stadium Precinct Research Project_Populous Activate
  • Populous Activate Pty Ltd
Western Researchers: Keith Parry and Tim Hall
Years: 2017-05-16 - 2017-07-07
ID: P00024291


Title: The price is not right: how much is too much for a beer at sporting events?
Description: Article in The Conversation discussing the price of beer at sports matches
Title: ???Australian??? enough to be a hero?
Description: Article in The Conversation discussing Australian national identity
Title: Who ate all the pies?
Description: Article on ConnectSport website
Title: Booing Adam Goodes racism is in the stitching of the AFL
Description: Article in The Conversation discussing the booing of Adam Goodes

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