Associate Professor Sarah Jane Kelly

A/Prof & Marketing Discipline Lead.

School of Business
Faculty of Business, Economics and Law
+61 7 334 63488


Sarah is an Associate Professor in Law and Marketing and the Marketing Discipline Leader in the UQ Business School. Sarah is also leading a global sports innovation accelerator at UQ, and has been a judge and mentor for two of these accelerators, including pitching finals during the NBA Allstars event in LA and the Commonwealth Games. She has interdisciplinary expertise in marketing, psychology and law and is globally known for her research and consulting sports marketing and law and has influenced national policy and practice in her fields. She is a Visiting Fellow at Loughborough University, London. Sarah is also an educational specialist, having won awards for her tertiary teaching, and having led the UQ MBA program to a ranking of number 1 in Australasia and number 10 globally during her tenure as MBA Director from 2013-2017. She is widely published in the sports field, with recent projects including sports scandal impacts, sports corruption, mega sporting event legacy, sponsorship metrics, women’s sport and Esports. Sarah holds several non-executive directorships, including as Deputy Chair of the Brisbane Lions AFL Football Club, Tourism and Events Qld, The Gregory Terrace Foundation and the Wandering Warriors. She is also a member of the Australian Institute of Company Directors National Education Advisory Board and the State Minister’s Sport Advisory Council.

Research Interests

  • 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
  • Branding
    Brand confusion Trademark Law and brand similarity measurement Geographic indicator marks Consumer behaviour Brand equity measurement and strategy Supermarket imitation branding
  • Consumer Behaviour
    Consumer memory Social identity and consumers Consumer psychology Consumer vulnerability and welfare


  • 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


View all Publications


  • Doctor Philosophy

  • Doctor Philosophy

  • Doctor Philosophy

View all Supervision


Journal Article

Conference Publication

PhD and MPhil Supervision

Current Supervision

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Associate Advisor

Completed Supervision