Associate Professor Sarah Kelly
Sarah Kelly
Associate Professor, Marketing & Law | Discipline Leader - Marketing
  • 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 322, Colin Clark Building, St. Lucia Campus

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

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