Associate Professor Sarah Kelly
Sarah Kelly
Associate Professor, Marketing & Law
  • PhD (The University of Queensland)
  • MBA (The University of Queensland)
  • LLB (Hons) (The University of Queensland)
  • BCom (The University of Queensland)
+61 7 344 31204
Room 460, Colin Clark Building, St. Lucia Campus

Sarah is an Associate Professor in Marketing and Law at the University of Queensland. She recently completed four years in the role of MBA Director at the UQ Business School, in which she has led the program to a ranking of number 1 in Australia and 10th globally. Sarah has multidisciplinary training in law, marketing and psychology and has practiced previously as a commercial lawyer and manager. She has won awards for her undergraduate and postgraduate teaching and is currently teaching sports law. She has conducted research and consultancy in sport, governance and marketing with industry, government and the not-for-profit sector nationally and internationally. She has published in leading academic peer reviewed journals and her expertise extends to sports law, marketing and management, consumer behaviour and branding. Sarah is the academic lead of a global sports technology accelerator at UQ, in partnership with the HYPE Foundation, and previously led the MBA program to a ranking of 1 in Australia and 10th globally during her four-year tenure. Sarah is Deputy Chairman of the Brisbane Lions AFL club and holds several Non-Executive Directorships including the Wandering Warriors and Sports Analytics, and is currently on the National Education Advisory board for the Australian Institute of Company Directors.

Research interests

Brand equity measurement and drivers, International trademark law, geo marks
Sports Law & Governance
Corruption in Sport , Doping, Sport and violence, integrity and values of sport, disciplinary procedure in sport
Sports Marketing
  • Sponsorship Measurement
  • Ambush Marketing
  • E-Sports
  • Women’s Sport Legacy
  • Mega-Sporting event legacy
  • Sports Scandal impacts
  • Fan Engagement


View full publications list


  • American Marketing Association
  • North American Academy of Sport Management
  • Australian Marketing Institute

Major research grants

Title Agency Year Amount
Examining Non-Host city and regional legacy associated with mega sporting events Kobe International Sports Office 2017 $20,000
Measuring economic and market impacts of geo trademarks in Australia IP Australia 2016 $19,250
Testing trademark law's image of the consumer (with Associate Professor Robert G Burrell, Professor Michael S Humphreys, Ms Kimberlee G Weatherall, Associate Professor Jennifer S Burt, Professor Megan L Richardson). ARC Linkage 2012-2014 $250,000
'How does alcohol sponsorship of sport affect drinking behaviour and attitudes in at risk youth? Implications for public policy and the sport industry' (with Professor John E. Mangan and Associate Professor Frank Alpert). ARC Linkage 2011-2013 $106,000
'Testing Trademark Law's Image of the Consumer' (with Associate Professor Robert Burrell, Kimberly Weatherall, Professor Mike Humphreys and Associate Professor Jennifer Burt) UQ Collaboration & Industry Engagement 2010 Undisclosed