Prof. Dr. Jörg Königstorfer


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Uptown Munich Campus D, Georg-Brauchle-Ring 60/62
Room L223 (2nd floor)

Office hours (currently online or via phone): please make an appointment with the secretary ahead in time (


Jörg Königstorfer's Google Scholar, Research Gate, and Publons profile


Research activities

Jörg Königstorfer investigates managerial decisions of sport and health companies, and their impact on consumers and welfare. He and his team identify factors that help consumers pursue a healthy lifestyle and consume sport products and services. For example, the research is devoted to individual consumer decision-making in relation to nutrition and physical activity. Also, Jörg Königstorfer and his team evaluate marketing strategies of sport and health providers, study sport sponsorship effects, and they explain and predict the behavior of spectators at sport events. The results of the studies were published in scientific journals and were cited by various mass media outlets (e.g., NBC, USA Today, Boston Globe, Washington Post, Men's Health, ZDFHandelsblatt, Bayerischer Rundfunk, Apothekenumschau).

An example can be seen here (NBC news; TV broadcast): "Fitness" labels on food may lead consumers to eat more, exercise less.


Professional career

Jörg Königstorfer (*1978) studied Sport Management at the University of Bayreuth and the University of California (USA). He finished his PhD at Saarland University in 2008. Jörg Königstorfer was postdoc at Saarland University, where he worked with the chair of Prof. Dr. Andrea Gröppel-Klein, as well as at Smeal College of Business at the Pennsylvania State University, where he collaborated with Prof. Dr. Hans Baumgartner. Since November 2012, Jörg Königstorfer is TUM Ordinarius and holds the Chair of Sport and Health Management. He is member of the TUM Department of Sport and Health Sciences and the TUM School of Management.

Jörg Königstorfer is member of the German Association of Sport Economics, the European Association for Sport Management, the European Marketing Academy, and the Association for Consumer Research. In 2008 he won the Young Researcher Award of the European Association for Sport Management. Jörg Königstorfer was assistant editor of Marketing ZFP - Journal of Research and Management in 2009 und 2010. Also, he is member of the editorial board of the European Sport Management Quarterly, the Journal of Global Sport Management, and Marketing ZFP - Journal of Research and Management.

Jörg Königstorfer likes winter sports (telemark, backcountry and crosscountry skiing), is a badminton and tennis player, mountaineer, and mountain biker. He is passionate about food and eating.


Selected publications

Habitzreuter, Anna and Joerg Koenigstorfer (2019): The Impact of Environmental CSR-linked Sport Sponsorship on Attitude toward the Sponsor Depending on Regulatory Fit, in: Journal of Business Research, forthcoming.

Koenigstorfer, Joerg and Hans Baumgartner (2016): The Effect of Fitness Branding on Restrained Eaters' Food Consumption and Post-Consumption Physical Activity, in: Journal of Marketing Research, Vol. 53, No. 1, 124-138.

Pfitzner, Rebecca and Joerg Koenigstorfer (2016): Quality of Life of Residents Living in a City Hosting Mega-Sport Events: A Longitudinal Study, in: BMC Public Health, 16:1102.

Wemmer, Felix and Joerg Koenigstorfer (2016): Open Innovation in Nonprofit Sports Clubs, in: VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, Vol. 27, No. 4, 1923-1949.

Kulczycki, Wojciech and Joerg Koenigstorfer (2016): Why Sponsors Should Worry about Corruption as a Mega Sport Event Syndrome, in: European Sport Management Quarterly, Vol. 16, No. 5, 545-574.

Hodgkins, Charo E., Monique M. Raats, Chris Fife-Schaw, Matthew Peacock, Andrea Gröppel-Klein, Joerg Koenigstorfer, Grazyna Wasowicz, Malgorzata Stysko-Kunkowska, Yaprak Gulcan, Yesim Kustepeli, Michelle Gibbs, Richard Shepherd, and Klaus G. Grunert (2015): Guiding Healthier Food Choice: Systematic Comparison of Four Front-of-Pack Labelling Systems and Their Effect on Judgements of Product Healthiness, British Journal of Nutrition, Vol. 113, No. 10, 1652-1663.

Full list of publications