• 229 Citations
  • 7 h-Index
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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, Estonia, Brazil, United States, Canada, Japan, South Korea, Australia and New Zealand, and has published more than 30 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 editorial board for European Sport Management Quarterly, Sport Management Review, Sport Marketing Quarterly, and 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). 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

Fingerprint 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.

Sports Medicine & Life Sciences
fan Social Sciences
athlete Social Sciences
Athletes Medicine & Life Sciences
spectator Social Sciences
soccer Social Sciences
physical education Social Sciences
Social Responsibility Medicine & Life Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2010 2019

Digital Customer Experience: Identifying The Drivers And Outcomes Of Successful Mega Events

Kharouf, H., Hickman, E., Biscaia, R. & Garcia-Perez, A., 2019, QUIS16.

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

1 Citation (Scopus)
46 Downloads (Pure)

Examining fan engagement through social networking sites

Santos, T., Correia, A., Biscaia, R. & Pegoraro, A., 4 Feb 2019, In : International Journal of Sports Marketing & Sponsorship. 20, 1, p. 163-183 21 p.

Research output: Contribution to journalArticle

Open Access
Social networking sites
Behavioral intention
Confirmatory factor analysis

Understanding athlete brand life cycle

Hasaan, A., Biscaia, R. & Ross, S., 4 Jun 2019, In : Sport in Society: Cultures, Commerce, Media, Politics. (In-Press), p. (In-Press) 26 p.

Research output: Contribution to journalArticle

life cycle
1 Citation (Scopus)
40 Downloads (Pure)

A conceptual framework to understand the creation of athlete brand and its implications

Hasaan, A., Kerem, K., Biscaia, R. & Agyemang, K., 2018, In : International Journal of Sport Management and Marketing. 18, 3, p. 169-198 30 p.

Research output: Contribution to journalArticle

Open Access
Conceptual framework
Literature review

An empirical examination of the reactions to local sponsors and rival brands

Biscaia, R. & Rocha, C., Sep 2018, In : Sport Marketing Quarterly. 27, 3

Research output: Contribution to journalArticle

Olympic Games
Purchase intention

Activities 2009 2019

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

Sport Marketing Quarterly (Journal)

Rui Biscaia (Editorial Board Member)
Jan 2019

Activity: Publication peer-review and editorial workEditorial activity

Sport Management Review (Journal)

Rui Biscaia (Editorial Board Member)
Feb 2018

Activity: Publication peer-review and editorial workEditorial activity

Co-principal Investigator: EventRights (SEP-210495732)

Rui Biscaia (Member)
Nov 2018Oct 2022

Activity: Other

Seoul National University

Rui Biscaia (Visiting lecturer)
1 Oct 20183 Oct 2018

Activity: Visiting an external institutionVisiting an external academic institution

Université Paris-Sud

Rui Biscaia (Visiting lecturer)
5 Nov 20188 Nov 2018

Activity: Visiting an external institutionVisiting an external academic institution



Honourable mention

Rui Biscaia (Recipient), 2015

Prize: Prize (including medals and awards)

sports science

Janet B. Parks NASSM Research Grant Award

Jushua Lupineck (Recipient) & Rui Biscaia (Recipient), Jun 2018

Prize: Prize (including medals and awards)


NASSM Research Fellow Award

Rui Biscaia (Recipient), 2016

Prize: Prize (including medals and awards)