I joined the University of Bath in June 2021. 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, fan engagement, service quality, sport branding, sponsorship management, mega sport event impacts, sustainability practices of sport organisations, 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 60+ peer-reviewed articles in journals such as Journal of Business Research, International Journal of Consumer Studies, 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, Journal of Consumer Behaviour, Educational Review, among others. I have co-authored two books and co-edited two 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 was 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'.