Michael Naraine, PhD

Assistant Professor

Michael Naraine

Office: STH 355
905 688 5550 x5189

Dr. Michael Naraine’s primary research is in the area of digital sport management and marketing, examining the strategy, fan engagement, and analytics related to new developments in the sport business landscape (e.g., social media, eSports, blockchain). In 2019, he was named a Research Fellow of the North American Society for Sport Management. 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.

  • Digital Marketing
  • Social Media Management
  • Fan Engagement
  • Sport Business Intelligence
  • North American Society for Sport Management
  • Sport Marketing Association
  • Sport Management Association of Australia and New Zealand

Book Chapters

Hedlund, D. P., Palomba, A., Hanson, L. C., Naraine, M. L., & Wear, H. (2020). Chapter 6: Esports Marketing. In D. P. Hedlund, G. Fried, & R. C. Smith III (Eds.), Esports Business Management. Champaign, IL: Human Kinetics.

Naraine, M. L., & Parent, M. M. (2020). Managing stakeholders. In D. Shilbury & L. Ferkins (Eds.), Routledge handbook of sport governance (pp. 305-317). London, England: Routledge.

Naraine, M. L., & Wear, H. (2019). The esports consumer experience. In R. Rogers (Ed.), Understanding esports: An introduction to the global phenomenon (pp. 85-93). Lanham, MD: Lexington.

Naraine, M. L., & Karg, A. (2019). Digital media in international sport: Engaging fans via social media and fantasy sports. In E. MacIntosh, G. Bravo, & M. Li (Eds.), International sport management (pp. 315-331). Champaign, IL: Human Kinetics.

Parent, M. M., & Naraine, M. L. (2019). Sport event governance. In M. Winand & C. Anagnostopoulos (Eds.), Research handbook on sport governance (pp. 257-276). Cheltenham, England: Edward Elgar.

Naraine, M. L., & Abeza, G. (2015). North of the border: The influence of ESPN on TSN and Sportsnet in Canada. In J. McGuire, G.G. Armfield, & A. Earnheardt (Eds.), The ESPN effect: Exploring the worldwide leader in sports (pp. 209-224). New York, NY: Peter Lang.

Journal Articles

Li, B., Scott, O. K. M., Naraine, M. L., & Ruihley, B. (accepted). Tell me a story: Exploring elite female athletes’ self-presentation via an analysis of Instagram Stories. Manuscript submitted to Journal of Interactive Advertising. [ABDC Quality: B]

Wanless, L., & Naraine, M. L. (accepted). Sport business analytics education: A focus on training for executives, managers, and non-technical operations personnel within sport organizations. Manuscript in progress targeting Sport Management Education Journal. [ABDC Quality: C]

Geurin, A. N., & Naraine, M. L. (2020). 20 Years of Olympic media research: Trends and future directions. Frontiers in Sports and Active Living, 2, 572495. https://doi.org/10.3389/fspor.2020.572495

Mastromartino, B., Ross, W. J., Wear, H., & Naraine, M. L. (2020). Thinking outside the “box”: A discussion of sports fans, teams, and the environment in the context of COVID19. Sport in Society. Advance online publication. https://doi.org/10.1080/17430437.2020.1804108 [ABDC Quality: B]

Naraine, M. L., Lavalet, N., O’Reilly, N., & Wanless, L. (2020). If you build it, will they log on? Wi-Fi usage and behavior while attending National Basketball Association games. Sport, Business and Management: An International Journal, 10, 207-226. https://doi.org/10.1108/SBM-02-2019-0016 [ABDC Quality: C]

Naraine, M. L., Parent, M. M., Hoye, R., Taks, M., Séguin, B., & Thompson, A. (2020). Examining the interorganizational links between national sport organisations and their stakeholders: A social network analysis. International Journal of Sport Management, 21, 239-260. [ABDC Quality: B]

Naraine, M. L., Pegoraro, A., & Wear, H. (2020). #WeTheNorth: Examining the online subcommunities within a professional sport organization’s hashtag marketing campaign. Communication and Sport. Advance online publication. https://doi.org/10.1177/2167479519878676 [ABDC Quality: B]

Naraine, M. L., & Wanless, L. (2020). All in on AI: Examining the value proposition of and integration challenges with one branch of artificial intelligence in sport management. Sport Innovation Journal, 1, 49-61. https://doi.org/10.18060/23898

Drehlich, M., Naraine, M. L., Rowe, K., Lai, S. K., Salmon, J., Brown, H., Koorts, H., Macfarlane, S., & Ridgers, N. D. (2020). Evaluating adolescents’ perceptions of the ease of use and usefulness of wearable activity trackers and social media for physical activity promotion. Journal of Medical Internet Research, 22, e15552. https://doi.org/10.2196/15552 [Impact Factor: 4.945]

Ingerson, L., Naraine, M. L., Agha, N., & Pedroza, D. (2020). California streamin’: Developing an integrated social media strategy to attract fans to a new streaming app. Case Studies in Sport Management, 9, S13-S19. https://doi.org/10.1123/cssm.2019-0031

Stadder, E., & Naraine, M. L. (2020). Place your bets: An exploratory study of sports gambling operators’ use of Twitter for relationship marketing. International Journal of Sport Communication. https://doi.org/10.1123/ijsc.2019-0114 [ABDC Quality: B]

Taks, M., Séguin, B., Naraine, M. L., Thompson, A., Parent, M. M., & Hoye, R. (2020). Brand governance practices in Canadian non-profit sport organizations. European Sport Management Quarterly, 20, 10-29. https://doi.org/10.1080/16184742.2019.1690538 [ABDC Quality: A]

Wymer, S., Naraine, M. L., Thompson, A-J., & Martin, A. J. (2020). To stream or not to stream? A case of social media management within a professional sport organization. Case Studies in Sport Management, 9, S26–S34.

Naraine, M. L. (2019). Follower segments within and across the social media networks of major professional sport organizations. Sport Marketing Quarterly, 28, 222-233. doi:10.32731/SMQ.284.122019.04 [ABDC Quality: B]

Naraine, M. L. (2019). The blockchain phenomenon: Conceptualizing decentralized networks and the implication for sport management. International Journal of Sport Communication, 12, 313-335. doi:10.1123/ijsc.2019-0051 [ABDC Quality: B]

Naraine, M. L., Wear, H. T., & Whitburn, D. J. (2019). User engagement from within the Twitter community of professional sport organizations. Managing Sport and Leisure, 24, 275-293. doi:10.1080/23750472.2019.1630665 [ABDC Quality: B]

Davies, M., Mastromartino, B., & Naraine, M. L. (2019). Puck drop in the Pacific Northwest: Building brand equity for a new professional sport franchise. Case Studies in Sport Management, 8, 18-24. doi:10.1123/cssm.2018-0035

Hoye, R., Parent, M. M., Taks, M., Naraine, M. L., Séguin, B., & Thompson, A. (2019). Design archetype utility for understanding and analyzing the governance of contemporary national sport organizations. Sport Management Review. Advance online publication. doi:10.1016/j.smr.2019.10.002 [ABDC Quality: A]

Ingerson, L., & Naraine, M. L. (2019). It’s just not cricket: A case of ethics, integrity and organizational culture within a national sport governing body. Case Studies in Sport Management, 8, s1-6. doi:10.1123/cssm.2018-0014

Ingerson, L., & Naraine, M. L. (2019). Through the hoop: Understanding the person-job-organisation-environment fit theory to attract sport managers to a new NBA franchise. Case Studies in Sport Management, 8, s7-14. doi:10.1123/cssm.2019-0001

Lavalet, N., O’Reilly, N., Wanless, L., Naraine, M. L., Alkon, E., & Longmire, W. (2019). Enhancing the fan experience at live sporting events: The case of stadium Wi-Fi. Case Studies in Sport Management, 8, 6-12. doi:10.1123/cssm.2018-0015

Li, B., Scott, O. K. M., Sharpe, S., Xu, Q., & Naraine, M. L. (2019). “’Clean athlete’ or ‘Drug cheat and a jerk’?”: A comparative analysis of the framing of an athlete conflict in Australian and Chinese print media. International Journal of Sport Communication, 12, 531-551. doi:10.1123/ijsc.2019-0061 [ABDC Quality: B]

MacIntosh, E., Kinoshita, K., Naraine, M. L., & Sato, S. (2019). Examining the youth multi-sport event environment: Implications toward athlete development and transitioning. Journal of Athlete Development and Experience, 2, 53-65.

Yan, G., Watanabe, N., Shapiro, S., Naraine, M. L., & Hull, K. (2019). Unfolding the Twitter scene of the 2017 UEFA Champions League final: A social network analysis. European Sport Management Quarterly, 19, 419-436. doi:10.1080/16184742.2018.1517272 [ABDC Quality: A]

Parent, M. M., Naraine, M. L., & Hoye, R. (2018). A new era for governance structures and processes in Canadian national sport organizations. Journal of Sport Management, 32, 555-566. doi:10.1123/jsm.2018-0037 [ABDC Quality: A*]

Naraine, M. L., & Parent, M. M. (2017). Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations. Journal of Amateur Sport, 3, 55-81. doi:10.17161/jas.v3i2.6492

Naraine, M. L., & Parent, M. M. (2017). The evolution of Twitter communication by Youth Olympic Games organizing committees. International Journal of Sport Management and Marketing, 17, 403-425. doi:10.1504/IJSMM.2017.087439 [ABDC Quality: B]

Naraine, M. L., & Parent, M. M. (2017). This is how we do it: A qualitative approach to national sport organizations’ social-media implementation. International Journal of Sport Communication, 10, 196-217. doi:10.1123/IJSC.2017-0006 [ABDC Quality: B]

Parent, M. M., Rouillard, C., & Naraine, M. L. (2017). Network governance of a multi-level, multi-sectoral sport event: Differences in coordinating ties and actors. Sport Management Review, 20, 497-509. doi:10.1016/j.smr.2017.02.001 [ABDC Quality: A]

Naraine, M. L., Kerwin, S., & Parent, M. M. (2016). Oh captain, my captain! Using social network analysis to assist coaching staff identify the leadership core of a sports team. Case Studies in Sport Management, 5, 60-64. doi:10.1123/cssm.2015-0039

Naraine, M. L., & Parent, M. M. (2016). “Birds of a feather”: An institutional approach to Canadian national sport organizations social media usage. International Journal of Sport Communication, 9, 140-162. doi:10.1123/IJSC.2016-0010 [ABDC Quality: B]

Naraine, M. L., & Parent, M. M. (2016). Illuminating centralized users in the social media ego network of two national sport organizations. Journal of Sport Management, 30, 689-701. doi:10.1123/jsm.2016-0067 [ABDC Quality: A*]

Naraine, M. L., Pegoraro, A., François, A., & Parent, M. M. (2016). Étude comparative de méthodes d’extraction de données Twitter: Le Cas des matches de l’équipe nationale masculine du Canada de hockey sur glace aux JO d’hiver de Sotchi 2014. Revue Européenne de Management du Sport, 48(1), 8-26.

Naraine, M. L., Schenk, J., & Parent, M. M. (2016). Coordination in international and domestic sports events: Examining stakeholder network governance. Journal of Sport Management, 30, 521-537. doi:10.1123/jsm.2015-0273 [ABDC Quality: A*]

  • Sport Marketing
  • Sport Sponsorship
  • Innovation and Entrepreneurship in Sport

Interviewed by Chidley-Hill, J. (2018, December 13). Social media became a tool for athletes to raise political awareness in 2018. National Post. Retrieved from

This interview with J. Chidley-Hill republished in the following selected publications:

Whateley, G. (2018, October 23). Dr. Michael Naraine on Whateley discussing AFL trading periods. 1116 SEN (radio morning program).

Shying, O. (2018, July 24). Millions of Chinese viewers expected to tune into Geelong Table Tennis tournament. Geelong Advertiser. Retrieved from https://www.geelongadvertiser.com.au/news/millions-of-chinese-viewers-expected-to-tune-into-geelong-table-tennis-tournament/news-story/7044ab34ffcde2ddf51e23c790ed6a65?csp=089e359412f38dbf2cce7d940a69a401

Cricket Australia ball-tampering fiasco led to several media requests from radio and print including, but not limited to:

(2018, March 28). Cricketers heading home in disgrace. Interview with ABC (radio afternoon program).

(2018, March 27). Ball-tampering scandal damages Australian reputation, could cost Cricket Australia $1 billion deal. News.Com.Au. [Reach: 7 million].

(2018, March 26). Ball-tampering scandal damages Australian reputation, could cost Cricket Australia $1 billion deal. ABC. [Reach: 3 million].

Bell, P. (2018, January 23). Colours, branding, and the 2018 Australian Open. Interview with ABC Western Australia (radio morning program).

Duke, J. (2018, January 12). Winter Olympics sponsors warned of online campaign ‘hijacking’. The Sydney Morning Heraldˆ. Retrieved from http://www.smh.com.au/business/media-and-marketing/winter-olympics-sponsors-warned-of-online-campaign-hijacking-20180111-p4yyee.html

Interviewed by King, S. (2017, April 1). Australia must heed lessons of Canada’s Vancouver moment. The Australian. Retrieved from http://www.theaustralian.com.au/sport/olympics/australia-must-heed-lessons-of-canadas-vancouver-moment/news-story/a7d751b8e2a48435efabccbf1acc8ffd

Interviewed by Wong, C. (2016, Fall). Short and sweet SMS. Adrenalin Magazine (Canadian Sport Tourism), 3(2), 27.

Interviewed by Chidley-Hill, J. (2016, January 28). Subban, Canadiens top Twitter interest. TSN. Retrieved from http://www.tsn.ca/subban-canadiens-top-twitter-interest-1.429810

This interview with J. Chidley-Hill republished in the following selected publications:

Interviewed by Chidley-Hill, J. (2015, October 14). Jays chase Leafs on social media, followers drawn by post-season run. Toronto Star. Retrieved from http://www.thestar.com/sports/bluejays/2015/10/14/jays-chase-leafs-on-social-media-followers-drawn-by-post-season-run.html

This interview with J. Chidley-Hill republished in the following selected publications: