Associate Professor Sarah Jane Kelly

Associate Prof in Marketing & Law

School of Business
Faculty of Business, Economics and Law

Overview

Sarah 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, teaching and consulting in the sports field and is also leading a research hub at UQ in Trust, Ethics and Governance. She has won awards for her teaching and provides strategic mentorship to sports technology start-up companies. Her current research projects include the social and health impacts of esports, mega event legacy planning and evaluation, women’s sport branding and marketing and sports integrity and governance.

Sarah has over 20 years of combined experience within the sports, tourism, professional services, education, technology and waste management sectors. Sarah is currently the Deputy Chair of The Brisbane Lions AFLFC and Tourism and Events Qld, and a non-executive director of ASX listed companies, Australian Family Law and MSL Solutions. Sarah is passionate about sports and its impacts on local, national and international communities.

She is the Queensland Chapter Leader for the Minerva Network, a national social enterprise concerned with providing mentoring to professional sportswomen and a member of the Qld Consular Corps. In 2021, she was awarded an Order of Australia Medal for her services to sports administration and to tertiary education.

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

Grants (Administered at UQ)

PhD and MPhil Supervision

Current Supervision

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Principal Advisor

    Other advisors:

Completed Supervision