Dr Sarah Kelly
Sarah Kelly
Senior Lecturer in Marketing
  • PhD (The University of Queensland)
  • MBA (The University of Queensland)
  • LLB (Hons) (The University of Queensland)
  • BCom (The University of Queensland)
+61 7 3346 8100
UQ Business School

    Sarah is a senior lecturer at the University of Queensland T.C. Beirne Law School and has 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 currently holds several board positions including as a director of the Brisbane Lions AFL Football club, the Wandering Warriors, Somerville House School and Sports Analytics.

    Research interests

    Branding and Trademark Law
    • Brand confusion
    • Free trade agreements and geo marks
    • Supermarket imitation branding
    • Brand equity measurement and strategy
    Consumer Behaviour
    • Consumer memory
    • Social identity and consumers
    • Consumer psychology
    • Consumer vulnerability and welfare
    Sports Law
    • Arbitration and governance
    • Injury and liability in sport
    • Commercialisation of sport
    • Athlete/ player contracts
    • Workplace health & Safety in sport
    • Discrimination and racial vilification
    • Doping
    • Corruption
    Sports Marketing
    • Sponsorship metrics and effectiveness
    • Sports scandal impacts
    • Fandom
    • Mega sporting events
    • Sports scandal impacts
    • Alcohol and sport
    • Sporting rituals
    • Advertising
    • Ambushing


    View full publications list

    Major research grants

    Title Agency Year Amount
    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