Pedro Dionísio

Pedro Dionísio is a Full Professor and Director of the Post-Graduation in Management and Marketing of Sports at ISCTE - Instituto Universitário de Lisboa. He teaches Sports Marketing and oversees the Management and Marketing of Sports program. With a PhD from HEC Paris, his expertise spans sports marketing, fan behavior, and digital marketing strategies. He has authored 14 books, including the bestseller 'Mercator,' and his research explores topics like sports event management, sponsorship effectiveness, and consumer-generated content.

• Education: PhD in Management from HEC Paris.

His research interests focus on the intersection of sports and marketing, including fan tribal behavior, sponsorship impact, and digital marketing trends. Notable works analyze the role of social media, volunteerism in nonprofits, and the economic impact of large-scale sports events. His recent publications address challenges in e-commerce loyalty systems and the evolution of marketing practices in the digital age.

Dr. Dionísio contributes to the Marketing Futurecast Lab, exploring future marketing trends, and has conducted studies on piracy in academic publishing and donation drivers in religious vs. secular contexts. His work bridges theoretical marketing principles with real-world applications in sports, tourism, and consumer behavior.