Rui joined the University of Bath in June 2021. His main research focus is on the development of sustainable relationships between consumers, sport brands and sponsors involved in the sport ecosystem. In doing so, he is interested in aspects such as consumption experiences, fan wellbeing, fan engagement, service quality, sport branding, sponsorship management, mega sport event impacts, environmental sustainability practices of sport organisations, among others. 

Rui co-developed projects with researchers from 20+ countries. He has published 70+ peer-reviewed articles in journals such as Journal of Sport Management, European Sport Management Quarterly, Sport Management Review, Journal of Business Research, International Journal of Consumer Studies, Journal of Consumer Behaviour, International Journal of Sports Marketing and Sponsorship, Sport Marketing Quarterly, Managing Sport and Leisure, International Journal of Clinical and Health Psychology, Leisure Studies, Educational Review, among others. Also, he co-authored two books and co-edited three sport management textbooks.

Rui is Associate Editor of European Sport Management Quarterly, and an editorial board member of Sport Management Review, Sport Marketing Quarterly, International Journal of Sports Marketing & Sponsorship, Journal of Global Sport Management, Sport Business, and Management, and Event Management. He was 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'. Also, he regularly collaborates with sport organisations in the development of research projects.