Rui Biscaia


  • Priory Street, Jaguar Building

    CV1 5FB Coventry

    United Kingdom

Accepting PhD Students

  • 164 Citations
  • 7 h-Index
If you made any changes in Pure these will be visible here soon.

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 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, and part 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). 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 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.

Sports Social Sciences
fan Social Sciences
Athletes Medicine & Life Sciences
spectator Social Sciences
athlete 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 2018

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

Hasaan, A., Kerem, K., Biscaia, R. & Agyemang, K. 8 May 2018 In : International Journal of Sport Management and Marketing. 18, 3, p. 169-198 30 p.

Research output: Contribution to journalArticle

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
1 Citations

Conceptualising and measuring fan identity using stakeholder theory

Biscaia, R., Hedlund, D., Dickson, G. & Naylor, M. 2018 In : European Sport Management Quarterly. (in press), p. (in press) 23 p.

Research output: Contribution to journalArticle

Open Access
research method
factor analysis

Examining fan engagement through social networking sites

Santos, T., Correia, A., Biscaia, R. & Pegoraro, A. 2 Oct 2018 In : International Journal of Sports Marketing & Sponsorship. (In-press), p. (In-press)

Research output: Contribution to journalArticle

Social networking sites
Social networks
Behavioral intention

Examining service quality and social impact perceptions of the 2016 Rio de Janeiro Olympic Games

Ribeiro, T., Correia, A., Biscaia, R. & Figueiredo, C. Apr 2018 In : International Journal of Sports Marketing and Sponsorship. 19, 2, p. 160-177 18 p.

Research output: Contribution to journalArticle

Open Access
Olympic Games
Service quality
Quality of service

Activities 2009 2018

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

European Sport Management Quarterly (Journal)

Biscaia, R. (Editorial Board Member)
Jan 2018 → …

Activity: Editorial activity

Sport Management Review (Journal)

Biscaia, R. (Editorial Board Member)
Feb 2018

Activity: Editorial activity

Université Paris-Sud

Biscaia, R. (Visiting lecturer)
5 Nov 20188 Nov 2018

Activity: Visiting an external academic institution

Seoul National University

Biscaia, R. (Visiting lecturer)
1 Oct 20183 Oct 2018

Activity: Visiting an external academic institution

ABRAGESP conference

Biscaia, R. (Keynote speaker)
19 Oct 2017

Activity: Invited talk



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)