Rui Biscaia


  • Priory Street, Jaguar Building

    CV1 5FB Coventry

    United Kingdom


Personal profile



Rui Biscaia joined Coventry University in September 2016 as a Senior Lecturer of Sport Marketing in the School of Marketing and Management. Previously he was an Assistant Professor at European University and invited Assistant Professor at FMH - University of Lisbon. He is Research Fellow of the North American Society for Sport Management. Rui’s research focuses on sports management, namely consumer behaviour, brand management, and sponsorship in this field. He has conducted projects with researchers from Portugal, Spain, Estonia, Brazil, United States, Japan, and New Zealand, and has published more than 25 peer-reviewed articles in journals such as Journal of Sport Management, European Sport Management Quarterly, Sport Management Review, International Journal of Sports Marketing and Sponsorship, Sport Marketing Quarterly, International Journal of Clinical and Health Psychology, among others. He has co-authored two books. In 2015, Rui received an honourable mention from the Portuguese Olympic Committee and the Millennium BCP Foundation. He is a member of the advisory board for Sport, Business, and Management: An International Journal; He is a research member of CIPER (Portugal), associated member of IHC (Portugal) and research associate of SPRINZ (New Zealand).



My main research focus is on bridging consumers, organisations, athletes, and sponsors. In doing so, I am interested in aspects such as consumption experiences, online environments, mega sport events, among others. 

Area of Expertise:

  • Sport Marketing
  • Sport Management
  • Event Management
  • Sponsorship
  • Consumer Behaviour

Research Interests

Sport marketing ; Service quality ; Sponsorship ; Sport Brand management; Sport consumer behaviour

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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Research Output 2010 2018

Those Who Rarely Attend Alone: Tribal Sport Fans

Hedlund, D., Biscaia, R. & Leal, M. D. C. 2018 Exploring the rise of fandom in contemporary consumer culture . IGI Global

Research output: Chapter in Book/Report/Conference proceedingChapter

social recognition

A conceptual framework of organizational issues in mega sport events: The case of 2016 Rio Olympic Games

Ribeiro, T., Correia, A., Biscaia, R. & Santos, T. 2017

Research output: Contribution to conferenceAbstract

Olympic Games

A model bridging team brand experience and sponsorship brand experience

Biscaia, R., Trail, G., Ross, S. & Yoshida, M. 24 Oct 2017 In : International Journal of Sports Marketing and Sponsorship. 18, 4, p. 380-399 39 p.

Research output: Contribution to journalArticle

Conceptual framework
Data base
Research methods

An empirical examination of fan value co-creation through SNS and its consequences

Santos, T., Correia, A., Biscaia, R. & Ribeiro, T. 2017

Research output: Contribution to conferenceAbstract


Activities 2009 2017

  • 5 Invited talk
  • 4 Visiting an external academic institution
  • 3 Participation in workshop, seminar, course

Research in sport management

Biscaia, R. (Speaker)
11 Oct 2017

Activity: Invited talk

O papel da pesquisa no desenvolvimento da gestão do esporte

Biscaia, R. (Keynote speaker)
19 Oct 2017

Activity: Invited talk

The coach as transformational leader of a football organizational culture

Biscaia, R. (Invited speaker)
24 Oct 201630 Oct 2016

Activity: Invited talk

Universidade de Lisboa

Biscaia, R. (Supervisor)
Apr 2015 → …

Activity: Visiting an external academic institution

Universidade de Lisboa

Biscaia, R. (Supervisor)
Jan 2015 → …

Activity: Visiting an external academic institution


Honourable mention

Rui Biscaia (Recipient), 2015

Prize: Prize (including medals and awards)

NASSM Research Fellow Award

Rui Biscaia (Recipient), 2016

Prize: Prize (including medals and awards)