I joined the University of Bath in June 2021. Previously I worked at Coventry University, University of Lisbon and Universidade Europeia, Lisbon. My main research focus is on bridging sport consumers, organisations, athletes, and sponsors. In doing so, I am interested in aspects such as consumption experiences, fan wellbeing, online consumption environments, service quality, sport brand management, sponsorship management, mega sport events, among others. 

I have developed projects with researchers from Portugal, Spain, England, France, Germany, Estonia, Brazil, United States, Canada, Japan, South Korea, Australia and New Zealand, and have published 50+ peer-reviewed articles in journals such as Journal of Business Research, 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, Leisure Studies, Plos One, among others. I have co-authored two books and co-edited one sport management textbook.

I am Associate Editor of European Sport Management Quarterly, and a member of the editorial board for Sport Management Review; Sport Marketing Quarterly; International Journal of Sports Marketing & Sponsorship; Journal of Global Sport Management; Sport, Business, and Management; and Event Management. I am 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'.