• Source: Scopus
  • Calculated based on no. of publications stored in Pure and citations from Scopus

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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 since 2016. Rui’s research focuses on consumer behaviour, brand management, and sponsorship in sports and events. He has projects with researchers from Portugal, Spain, England, Germany, Estonia, Brazil, United States, Canada, Japan, South Korea, Australia and New Zealand, and has published more than 40 peer-reviewed articles in journals such as Journal of Business Research, 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 editorial board for European Sport Management Quarterly, Sport Management Review, Sport Marketing Quarterly, and Sport, Business, and Management: An International Journal. He is currently co-principal investigator of a Marie Curie Research and Innovation Staff Exchange on 'Addressing inequality, enhancing diversity and facilitating greater dialogue in the hosting of sporting mega events'.


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


Dive into the research topics where Rui Biscaia is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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