Dr Leonardo Jose Mataruna-Dos-Santos is Associate Professor in the Department of Sport Management at the Faculty of Management - Canadian University of Dubai. He is an Associate Research at Coventry University and in the Federal University of Rio de Janeiro. He was an International Marie Currie Research Fellow of European Union and is FREYA Ambassador in the EU – Horizon 2020. He worked as consultant for UNESCO. Dr Leonardo is Director of International Relations in the International Federation of Physical Education (FIEP); member of the Chartered Institute of Marketing (UK). He is also member of STRADEOS research group of University of Lille.