Rui Biscaia holds a PhD in Sport Management by the University of Lisbon, Portugal, and is an Associate Professor at the University of Bath, United Kingdom. He collaborates regularly with other Universities in Europe and Asia, and has worked in projects with multiple sport organisations. Hisresearch is mainly focused on the development of sustainable relationships between consumers, sport brands and sponsors. He has developed projects with researchers from Portugal, Spain, England, France, Germany, Estonia, Brazil, United States, Canada, Japan, South Korea, Australia and New Zealand, and published 50+ peer-reviewed articles, two books and co-edited a sport management textbook. He is Associate Editor of European Sport Management Quarterly, and editorial board member of six other Journals including Sport Management Review. Rui is also Principal Investigator of a project sponsored by the European Commission, comprising a consortium of 14 Universities, on ‘'Addressing inequality, enhancing diversity and facilitating greater dialogue in the hosting of sporting mega events'.