Ekaterina Glebova is a marketing professor at Higher Colleges of Technology in Dubai, UAE, and researcher at CIAMS, Université Paris-Saclay, CIAMS in Orsay, France. A prolific researcher in sports management, marketing, and emerging technologies, she has published extensively on AI applications, digital twins, and ethical tech integration in sports. Drawing from global expertise, both consulting and academia, Glebova bridges theory and practice through frameworks like the clockwork model for technology deployment and studies on twin transformation. Her work, featured in top-tier journals, guides stakeholders in navigating emerging technologies opportunities and pitfalls.