Rui Biscaia is an Associate Professor at the University of Bath, UK. His research focuses on the relationships between consumers, sport brands and associated sponsors. He has published 50+ peer-review articles and (co-)authored 3 books. His work has appeared in journals such as the Journal of Business Research, European Sport Management Quarterly, Sport Management Review, Journal of Sport Management, Leisure Studies, Sport Marketing Quarterly, International Journal of Sports Marketing and Sponsorship, among others. He is also a research fellow of the North American Society for Sport Management.