• 263 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 Social 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 2020

Sport Brands: Brand Relationships and Consumer Behavior

Kunkel, T. & Biscaia, R., 2020, (Accepted/In press) In : Sport Marketing Quarterly. (In-press), p. (In-press) 22 p.

Research output: Contribution to journalArticle

Understanding Online Event Experience: The Importance of Communication, Engagement and Interaction

Kharouf, H., Biscaia, R., Garcia-Perez, A. & Hickman, E., Jan 2020, (Accepted/In press) In : Journal of Business Research. (In-press), p. (In-press)

Research output: Contribution to journalArticle

self determination
physical activity

Classifying Sport Consumers: From Casual to Tribal Fans

Hedlund, D., Biscaia, R. & Leal, M. D. C., Sep 2019, Handbook of Research on the Impact of Fandom in Society and Consumerism . Wang, C. L. (ed.). IGI Global, p. 323-356 34 p.

Research output: Chapter in Book/Report/Conference proceedingChapter

social recognition

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

Activities 2009 2019

  • 9 Visiting an external academic institution
  • 6 Editorial activity
  • 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

University of Porto

Rui Biscaia (Supervisor)
1 Jan 2019 → …

Activity: Visiting an external institutionVisiting an external academic institution

Universidade Europeia, Lisboa

Rui Biscaia (Visiting lecturer)
14 Oct 2019 → …

Activity: Visiting an external institutionVisiting an external academic institution

Université Paris-Sud

Rui Biscaia (Visiting lecturer)
5 Nov 2018 → …

Activity: Visiting an external institutionVisiting an external academic institution

Sport Management Review (Journal)

Rui Biscaia (Editorial Board Member)
Feb 2018

Activity: Publication peer-review and editorial workEditorial activity



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)