Associate Professor Sarah Jane Kelly

Associate Prof in Marketing & Law

School of Business
Faculty of Business, Economics and Law

Overview

Sarah Kelly is an Associate Professor in Law and Marketing at the University of Queensland and an experienced commercial lawyer. She is globally known for her research, speaking and consulting in the sports field and is also co-leading a research hub at UQ in Trust, Ethics and Governance. She teaches Sports Law and Marketing, has won awards for her teaching and provides strategic mentorship to sports technology start-up companies. Sarah is a visiting fellow at Loughborough University Institute of Sport, London and OP Jindal University, Delhi. Her current research projects are focused upon esports, women’s sport, sports integrity and mega-event legacy.

Serving on a range of corporate, government and not-for-profit boards, across a variety of sectors since 2013, Sarah is a highly respected and accomplished business leader and company director, with strong government and stakeholder relations capacity. She has over 30 years of commercial experience, including as a commercial lawyer, strategy consultant and researcher. Sarah currently serves as a non-executive director on several boards, including as Deputy Chair of the Brisbane Lions AFL Football Club, Tourism and Events Qld, Events Management Qld, The Gregory Terrace Foundation and the Wandering Warriors. She was recently appointed to the role of Queensland Chapter Leader for the Minerva Network, a national social enterprise concerned with providing mentoring to professional sportswomen.

Research Interests

  • Consumer Behaviour
    Consumer memory Social identity and consumers Consumer psychology Consumer vulnerability and welfare
  • Sports Marketing and Law
    Sports Scandal Impacts Ambush marketing in sport Commercialisation of sport Arbitration and governance Sports marketing Fandom Sports sponsorship effectiveness and metrics Alcohol in sport Corruption in sport Doping Athlete contracting Athlete wellbeing Esports Future sports Women's sports Sport Governance Olympism and Olympics Paralympics Sports Technology
  • Branding
    Brand confusion Trademark Law and brand similarity measurement Geographic indicator marks Consumer behaviour Brand equity measurement and strategy Supermarket imitation branding

Qualifications

  • Doctor of Philosophy, The University of Queensland
  • Master of Business Administration, The University of Queensland
  • BLaws (Hons), The University of Queensland
  • BCom, The University of Queensland

Publications

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Grants

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Supervision

  • Doctor Philosophy

  • Doctor Philosophy

  • Doctor Philosophy

View all Supervision

Publications

Journal Article

Conference Publication

Other Outputs

PhD and MPhil Supervision

Current Supervision

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Associate Advisor

  • Doctor Philosophy — Associate Advisor

    Other advisors:

Completed Supervision