Sport is more than just a game for Michael Naraine; it’s a platform for progress.

The Brock University Associate Professor of Sport Management has been recognized with the prestigious Lough Award from the Sport Marketing Association for his efforts to advance equity, diversity and inclusion (EDI) in sport marketing through both his academic work and practical influence in the sport industry.

“Sport has the power to unite people, but that can only happen if everyone feels they belong,” said Naraine, who grew up in Toronto. “Creating spaces that are welcoming, equitable and representative is not just important, it’s essential.”

While the award is an honour, Naraine also sees it as a call to action to continue advocating for meaningful change.

Brock Associate Professor of Sport Management Michael Naraine received the Lough Award from the Sport Marketing Association for his efforts in advancing equity, diversity and inclusion during its annual conference in St. Louis, Mo., on Nov. 8. From left are Professor Nancy Lough of the University of Nevad; Naraine; Anuk Karunaratne, Senior Vice-President for Business Operations of the St. Louis Cardinals; and Brandon Brown, the President of Sport Marketing Association.

“There’s still a lot of work to be done, but this recognition shows we’re moving in the right direction,” he said. “It’s not just about opening the door for diverse voices, it’s about making sure those voices are heard, valued and celebrated.”

His work focuses on creating equitable opportunities for marginalized communities and empowering students to incorporate inclusive practices into their careers.

Naraine’s research focuses on digital sport management, fan engagement and analytics. In addition to his academic work, he has consulted for sports organizations across Canada and Australia.

As an educator, he is helping to shape the future leaders of the industry by teaching students to think critically about diversity in sport.

“If we want the future of sport to be equitable and inclusive, we need to instil those values now,” he said. “It’s about giving them the tools to think differently and approach problems with empathy.”

The landscape is changing quickly, Naraine said, adding he sees digital sports marketing as a space where inclusivity and innovation can go hand-in-hand.

“The next frontier is making sure all fans, no matter their background, can see themselves in the sports they love,” he says. “We’re on the cusp of breakthroughs that will bridge gaps between digital platforms and real-world experiences. As we look ahead, embracing diversity is no longer just an option, it’s essential for the sustainability of the industry.”