Michael Naraine, PhD

Associate Professor, Sport Management

Michael Naraine

905 688 5550 x5189
[email protected]

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Dr. Michael Naraine’s primary research is concentrated in sport marketing, examining the strategy, engagement, and innovative elements within the sport business enterprise. In 2019, he was named a Research Fellow of the North American Society for Sport Management (NASSM); in 2024, he was awarded the Lough Award by the Sport Marketing Association (SMA) for contributions to diversity, equity, and inclusion in sport marketing; and in 2025, he was named a Research Fellow of the SMA, the first Canadian to hold that distinction. Prior to Brock, Dr. Naraine taught at the Deakin Business School in Melbourne, Australia, and he remains a consultant for professional, amateur, and intercollegiate sport operations in both Canada and Australia on a variety of issues including social media, esports, sports gambling, and artificial intelligence.

Dr. Naraine is the Chair of the Canada Snowboard board of directors and President of NASSM, the first Brock faculty member to hold that office

Research Interests

  • Sport Marketing
  • Sport Business

Professional Affiliations, Accreditation and Certificates

  • European Association for Sport Management
  • North American Society for Sport Management
  • Sport Management Association of Australia and New Zealand
  • Sport Marketing Association

Scholarly Publications

Selected Books

Naraine, M. L., Hayduk III, T. M., & Doyle, J. P. (2023) (Eds.). The Routledge handbook of digital sport management. Routledge.

Hoye, R., Misener, K., Naraine, M. L., & Ordway, C. (2022). Sport management: Principles and application (6th ed.). Routledge.

Karg, A., Shilbury, D., Westerbeek, H., Funk, D., & Naraine, M. L. (2022). Strategic sport marketing (5th ed.). Routledge.

O’Reilly, N., Seguin, B., Abeza, G., & Naraine, M. L. (2022). Canadian sport marketing (3rd ed.). Human Kinetics.

Selected Journal Articles

Naraine, M. L., Séguin, B., Pape, L., Thompson, A., Lachance, E., Taks, M., Parent, M. M., & Hoye, R. (2026). Brand management in Canadian national sport organizations. International Journal of Sport Management, 27, 109-132.

*Violin, E. V., & Naraine, M. L. (2026). The sports gambling novice experience: An autoethnography of a woman bettor. Sport Management Review, 29, 593-617. https://doi.org/10.1080/14413523.2026.2620213

Lachance, E., Millington, B., & Naraine, M. L. (2026). Sports analytics in Canada: A macro-level analysis of online job advertisements. Sport Innovation Journal, 7, 17-37. https://doi.org/10.18060/29316

Millington, B., Naraine, M. L., Wanless, L., Safai, P., & Manley, A. (2025). Sport and the promise of artificial intelligence: Human and machine futures. Sociology of Sport Journal, 42, 341-350. https://doi.org/10.1123/ssj.2024-0150

Hayduk, T., & Naraine, M. L. (2025). Do “smart stadia” create innovation ripple effects? An investigation of new stadium development and local technology firms. International Journal of Sport Management, 26, 315-347.

Mastromartino, B., Naraine, M. L., & Wear, H. (2025). The nexus of sports fandom and sports wagering: A scoping review. UNLV Gaming Research & Review Journal, 29, 75-100.

Naraine, M. L., & Burton, N. (2025). Executing a social media advertising campaign for a community sport organization. Sports Innovation Journal, 6, 1-14. https://doi.org/10.18060/28483

Thompson, A., Naraine, M. L., & Parent, M. M. (2024). Exploring the nexus of digital technology and organizational change in non-profit sport organizations. Sport Management Review, 27, 661-681. https://doi.org/10.1080/14413523.2024.2346633

Naraine, M. L., Taks, M., Séguin, B., Thompson, A., Hoye, R., & Parent, M. M. (2024). Examining board and executive staff perceptions of social media in national sport organizations. Journal of Global Sport Management, 9, 464-484. http://doi.org/10.1080/24704067.2022.2116591 [ABDC Quality: C]

*Piché, M. C., & Naraine, M. L. (2024). Exploring fans’ experience of toxicity in women’s sport social media communities. Sport Marketing Quarterly, 33, 229-241. https://doi.org/10.32731/smq.333.092024.03

*Dalal, K., & Naraine, M. L. (2024). Contextualizing fans’ divergent experiences of sport activism through the lens of social identity threats. Sport Marketing Quarterly, 33, 242-257. https://doi.org/10.32731/smq.333.092024.04

Wanless, L., & Naraine, M. L. (2023). Analogous forecasting for predicting sport innovation diffusion: From business analytics to natural language processing. Journal of Sport Management, 37, 191-202. https://doi.org/10.1123/jsm.2022-0026

Simmons, J., Naraine, M. L., & Greenwell, C. (2023). Factors influencing fan acceptance or rejection of a sport team’s revolutionary rebrand. Sport Marketing Quarterly, 32, 91-104. https://doi.org/10.32731/SMQ.322.062023.01

Naraine, M. L., & Bradish, C. L. (2022). Analytics and iGaming. Journal of Applied Sport Management, 14, 22-27. https://doi.org/10.7290/jasm143aqi

Teaching and Service

Teaching: Sport Marketing
Teaching: Professional Preparation for the Internship
Service: Director, Canada-Caribbean Institute
Service: Master of Sport Management Program Committee

Undergraduate Student Opportunities

Dr. Naraine is open to supervising SPMA 4P99 and SPMA 3P99 students for research focused independent study projects.

Graduate Student Opportunities

Dr. Naraine is open to supervising MA thesis and PhD dissertation students in the area of sport marketing and sport business. Example subjects include organizational structures, fan identification,  sports gambling, and artificial intelligence.