Marcela Garza Segovia

Professor with a PhD in sports marketing and digitalization, full - time contract, member ofthe Smart Cities research group at La Salle - URL.

Marcela received a full scholarship granted by the Mexican National Council of Science and Technology (CONACYT) and the Institute of Innovation and Technology Transfer (I2T2) for both, study a master´s degree in Information Technology Management and to join the doctoral program at La Salle - URL, where she defended her doctoral thesis in 2023. Her research interest topics are digital transformation, marketing and sponsorship theory, and technological trends in the sports context.