Umer Hussain

Wilkes University · Jay S. Sidhu School of Business and Leadership

While both the prevailing media discourse and extant scholarship commonly posit that the religious beliefs of Muslim women may inhibit their inclination towards physical activities, a fresh wave of critical scholarship has proposed an alternative narrative. The emergent critical perspective posits that Muslim women might extract from their religiou...

Lesbian, gay, bisexual, transgender, and queer (LGBTQ+) individuals face an elevated level of prejudice in various social settings like sports. These biases can relate to internalized stigma, which might prompt LGBTQ+ athletes to implement numerous identity coping strategies. Muslim LGBTQ+ athletes are likely to experience these dynamics more than...

In the extant scholarship, researchers have underscored the importance of sport mega-events shaping countries’ soft power image. Likewise, scholars have claimed that Qatar is hosting FIFA 2022 World Cup to reshape its global image from a ‘human rights’ abusive country to an ‘open society.’ This chapter provides an understanding of how the image of...

Research Question Researchers have previously underscored the importance of understanding how people from different backgrounds engage in sport. This recognition, coupled with a variety of socio-political factors (e.g. Muslim population immigration to the West, the war against terrorism, Muslim women athletes’ growing sport participation, and mega-...

In the extant scholarship, researchers have explored barriers faced by Muslim women while participating in sporting activities; however, there is a relative dearth of literature detailing the lived experiences of Muslim women sport managers trying to deliver sporting activities to vulnerable segments in the Global South. This study aimed to explore...

The Khabib Nurmagomedov versus Conor McGregor Ultimate Fighting Championship (UFC) 229 battle was among the most controversial mixed martial art fights of the past decade. In this study, the author examines how the various popular media outlets from the Eastern and Western world portrayed Khabib Nurmagomedov after UFC 229. The author used Huntingto...

Research question Muslim women are increasingly purchasing sporting products. However, there remains a dearth of sport marketing scholarship detailing the key predictors of Muslim women's sporting products purchase intention. The purpose of this study was to explore the determinants of Muslim women's pro-sport Hijab purchase intention through the l...

While head lice continue to be a worldwide health issue, there remains a dearth of scholarship detailing how various organizations are developing different products to deal with this problem. In this case study, the authors ponder upon a novel entrepreneurial idea developed by the students to tackle the lice issue in Pakistan. A team of students de...

Researchers have previously argued that escapism via video games can lead to negative and positive outcomes. The purpose of this study was to investigate which outcomes (negative or positive) outweigh the others. Further, the authors examined how the cultural context (Western and Non-Western) affects the association between escapism and its dual ou...

Extant research on e-sports has focused on the growth and value of the phenomenon, fandom, and participant experiences. However, there is a paucity of e-sports scholarship detailing women’s experiences from marginalized communities living in various conservative Muslim countries. This shortage of literature remains despite different radical Islamic...

Learning outcomes The questions raised in the case study could escort a classroom or online discussion for understanding licensed product consumption motives among the internal workforce. Case overview/synopsis Despite the Asiad (an abbreviation of Asian Games) being organized in the most populous continent, its financial profitability is minimal...

Women’s participation in sports and physical activities lags behind that of men, particularly among members of underrepresented or marginalized groups. Pakistani women from the rural areas of southern Punjab represent one such group. The aim of this study was to examine how traditional sports that are less well-known outside the Indian subcontinent...

Sport is a paradox when it comes to lesbian, gay, bisexual, and transgender (LGBT) individuals. On the one hand, prejudice and discrimination limit the access and opportunities for LGBT athletes, coaches, and administrators. On the other hand, an increasing number of teams are reaching out to the LGBT community via various mechanisms. Further, sexu...

Subject area – Operational Management, Strategic Management and Marketing Management. Study level/applicability – The case can be taught in introductory marketing courses and management and organizational policy course and in advanced level in promotion, distribution channels, marketing research, consumer behavior and brand management courses at g...