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 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 such as social media, esports, and sports gambling. In 2019, he was named a Research Fellow of the North American Society for Sport Management; in 2022, he was named the American Marketing Association’s Emerging Scholar for Sport and Sponsorship-Linked Marketing; and in 2024 he was awarded the Lough Award by the Sport Marketing Association for contributions to DEI in sport marketing. 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. Presently, he is the Vice-Chair of the Canada Snowboard board of directors.

Research Interests

  • Sport Marketing
  • Sport Business
  • Fan Engagement

Professional affiliations and accreditation/certification

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

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

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

*Dalal, K., & Naraine, M. L. (2024). A needs-based contextual approach to understanding sport fan motivation during the COVID-19 pandemic. International Journal of Sport Management, 25, 197-224.

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

*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.

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

Svensson, P., & Naraine, M. L., (2023). An application of the nonprofit virtual accountability index: Accountability in sport for development and peace. Nonprofit Management & Leadership, 33, 647-659. https://doi.org/10.1002/nml.21537

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., Bakhsh, J. T., & Wanless, L. (2022). The impact of sponsorship on social media engagement: A longitudinal examination of professional sport teams. Sport Marketing Quarterly, 31, 239-252. http://doi.org/10.32731/SMQ.313.0922.06

Naraine, M. L., & Bakhsh, J. T. (2022). Optimizing social media engagement for professional sports teams: A 3-year examination of Facebook, Instagram, and Twitter posts. International Journal of Sport Communication, 15, 103-116. https://doi.org/10.1123/ijsc.2021-0079

Wear, H., Naraine, M. L., & Bakhsh, J. T. (2022). It’s about time: A longitudinal examination of attitudes and brand associations of a women’s professional sport team. Sport Marketing Quarterly, 31, 128-140.

Teaching

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