Finding a new pathway through sport

Sarah Kelly’s genuine curiosity and expertise insightfully reveals the critical questions and strategy required to unlock the power of sports, now and in the future.

Insights

Integrity

Innovation

Inclusion

Deeper Bio/Story

Sports and education have the distinct ability to establish impact and legacy because they build leadership excellence, grow visibility and actualise human potential. People’s lives are changed for the better through sport.

My Board roles include Deputy Chair of the Brisbane Lions Football Club, Non-Executive Director for Events Management QLD; Tourism & Events Queensland, Gregory Terrace Foundation Board; Wandering Warriors; and Advisory Director – National Education Advisory Board, AICD. I was recently appointed as the Qld Chapter Lead of the Minerva Network – a national social enterprise concerned with empowering professional female athletes and sports impacts through mentoring with female business leaders. Asking the right questions at the right time of leading sports and entrepreneurial organisations and people penetrates the issues and opens up genuinely new solutions. This is key to forging the new pathways needed to create the social impact, legacy and sustainability that’s incumbent on sport, now and in the future. In my Non-Executive Director and consulting roles (for public and private sector organisations, and start-up enterprises), I deliver research and expertise across the fields of sports management, sports governance, sports law, sports innovation, sports diplomacy, sports marketing and evaluation of mega-events.

The high five I gave Joss McWilliams, star of the film Coolangatta Gold on Bilinga Beach in Queensland’s Gold Coast when I was aged 11 and proudly wearing my Commonwealth Games swimmers, was one I would never forget. It was the inspiration of seeing endurance athletes compete, it was the belonging to a community excited by sport, and it was most definitely the unbridled elation of being engaged in a mega-sports event at the beach.

The State of Origin soon followed. As an avid Maroons supporter, I’ve fond memories of watching the State of Origin each year. I know the powerful feeling of how my family, community and nation came together to celebrate Australia’s America Cup win, Cathy Freeman’s gold at the Sydney 2000 Olympics, the launch of the one-day international cricket test to C’mon Aussie C’mon, the launch of a national AFLW competition to a sell-out crowd, and the spectacle of world surfing competitions at our stunning Australian beaches.

Publications

Referred Journal articles

  • Kelly, S., Magor, T., & Wright, A. (2021). The pros and cons of online competitive gaming: An evidence-based approach to assessing young players’ wellbeing. Frontiers in Psychology12, 1176.
  • Doyle, J. P., Kunkel, T., Kelly, S. J., Filo, K., & Cuskelly, G. (2021). Seeing the same things differently: exploring the unique brand associations linked to women’s professional sport teams. Journal of Strategic Marketing, 1-14.
  • Kelly, S.J. & Leung, J. (2021) The New Frontier of Esports and Gaming: A Scoping Meta-Review of Health Impacts and Research Agenda, Frontiers in Sports and Active Living, section Sport, Leisure and Tourism.16 March 2021 https://doi.org/10.3389/fspor.2021.640362
  • Star, S., Kelly, S. (2020) A level playing field in anti-doping disputes? The need to scrutinize procedural fairness at first instance hearings. Int Sports Law J(2020). https://doi.org/10.1007/s40318-020-00176-6
  • Kelly, S.J.and Van der Leij, D. (2020), “A new frontier: alcohol sponsorship activation through esports”, Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-03-2020-0101
  • Derrington, S., Kelly, S. & Star, S. (2020). The Case for Uniform Loot Box Regulation: A New Classification Typology and Reform Agenda,” Journal of Gambling Issues.
  • Mair, J., Chien, M., Kelly, S. & Derrington, S. (2020) Social Impacts of Mega-events: A Systematic Narrative Review and Research Agenda, Journal of Sustainable Tourism.
  • Kelly, S.J., Wilks, M., Ryan, A. & Kirby, J.N. (2019). The Role of international immersion in development of compassionate leadership, Compassion Journal, Open Access.
  • Westberg, Kate and Kelly, Sarah Jane (2019) Guest editorial. Sport, Business and Management: An International Journal94: 313-314. doi:10.1108/SBM-09-2019-113
  • Kelly, S.J. & Ireland, M. (2019). The Alcohol-Sport Nexus and How Consumers are Impacted through Sponsorship, International Journal of Sport Communication, 12 (1) 70-103.
  • Kelly, S. J., Cornwell, T.B. and Singh, K. (2019). The gladiatorial sponsorship arena: How Ambushing Impacts Memory, Marketing Intelligence and Planning.
  • Kelly, S. J., Ireland, M., Mangan, J., & Williamson, H. (2018). Can alcohol sponsorship be diluted by health messaging? Sport in Society21(3), 434-451.
  • Chien, M.P., S.J. Kelly and C. Gill (2018). Identifying Objectives for Mega-Event Leveraging: A Non-Host City Case, Marketing Intelligence and Planning.
  • Kelly, S.J., M. Chien and C. Weeks (2017). “There Goes My Hero Again: Sport Scandal Frequency and Social Driven Response,” Journal of Strategic Marketing, 26 (1), 55-70.
  • Kelly, S., Coote, L., Cornwell, T. B., & McAlister, A. (2017). Mellowing Skeptical Consumers: An Examination of Sponsorship-Linked Advertising. International Journal of Sport Communication, 10(1), 58-84.
  • Burt, J., McFarlane, K., Humphreys, M., Kelly, S., Weatherall, K. and Burrell, R. (2017), “Brand name confusion: Subjective and objective measures of orthographic similarity,” Journal of Experimental psychology: Applied, 23 (3), 320-335.
  • Humphreys, M., Kelly, S., Burt, J., MacFarlane, K., Weatherall, K. and Burrell, R. (2017), How important is the name in determining the probability of falsely recognising a lookalike brand? Psychology, Public Policy and Law, 23 (3), 381-395.
  • Humphreys, M., Burt, J., Kelly, S., Macfarlane, K., Weatherall, K. and Burrell, R. (2017). Recognition in context: Implications for trade mark law, Psychological Bulletin Review, 1-8.
  • Thompson, HollyPrevite, Josephine A.Kelly, Sarah Janeand Kelly, Adrian
  • (2017) Examining alcohol management practices in community sports clubs: A systems approachJournal of Social Marketing7 3: 250-267.
  • Kelly, S.J., Alpert, F., Ireland, M. (2017). Alcohol sport sponsorship effects: A field survey test of image transfer and implied endorsement as mediators, Sport in Society.
  • Kelly, S.J., Mangan, J., Williamson, H., Does Alcohol Sponsorship in Sports Video Games Influence Alcohol Consumption? (2017). Sport in Society
  • Chien, P. M., Kelly, S. J., & Weeks, C. S. (2016). Sport scandal and sponsorship decisions: Team identification matters. Journal of Sport Management, 30(5), 490-505.
  • Kelly, S. J., Ireland, M., Mangan, J., & Williamson, H. (2016). It Works Two Ways: Impacts of Sponsorship Alliance upon Sport and Sponsor Image. Sport Marketing Quarterly, 25(4), 541.
  • Kelly, S.J., Ireland, M., Alpert, F., & Mangan, J. (2015) Young Consumers’ Exposure to Alcohol Sponsorship in Sport, International Journal of Sports Marketing and Sponsorship, 16(2), 83-102
  • Kelly, S. J., Ireland, M., Alpert, F., & Mangan, J., (2014) The Impact of Alcohol Sponsorship in Sport Upon University Sportspeople. Journal of Sport Management, 28(4), 418-432
  • L. McAlister, S.J. Kelly, M. Humphreys and B. Cornwell “Out with the Old, in with the New: Communication Implications of Changing a Sponsorship Alliance”, (2011) Journal of Advertising, 41 (1), 5-16
  • Humphreys, M. B. Cornwell, A.L. McAlister, S.J. Kelly, E. Quinn and K. Murray, (2010) “Sponsorship, Ambushing and Counter-Strategy: Effects Upon Memory for Sponsor and Event,” Journal of Experimental Psychology: Applied, 16 (1), 96-108
  • Kelly, S., Magor, T., & Wright, A. (2021). The pros and cons of online competitive gaming: An evidence-based approach to assessing young players’ wellbeing. Frontiers in Psychology12, 1176.
  • Doyle, J. P., Kunkel, T., Kelly, S. J., Filo, K., & Cuskelly, G. (2021). Seeing the same things differently: exploring the unique brand associations linked to women’s professional sport teams. Journal of Strategic Marketing, 1-14.
  • Kelly, S.J. & Leung, J. (2021) The New Frontier of Esports and Gaming: A Scoping Meta-Review of Health Impacts and Research Agenda, Frontiers in Sports and Active Living, section Sport, Leisure and Tourism.16 March 2021 https://doi.org/10.3389/fspor.2021.640362

 

Reports

  • Kelly, S. and T.Magor (2019) “Esports and Alcohol Advertising: A Content Analysis,” presented to the Foundation for Alcohol Reduction and Education.
  • Kelly, S., Mair, J. and Chien, M. (2019) “Social Impact Analysis of Olympic 2032 bid for Queensland.” with KPMG
  • Kelly, S. and T.Magor (2019) “Esports and Alcohol Advertising: A Content Analysis,” presented to the Foundation for Alcohol Reduction and Education.
  • Kelly, S. and T.Magor (2019) “Esports and Alcohol Advertising:A national survey of young Esports players and spectators,” presented to the Foundation for Alcohol Reduction and Education.
  • Kelly,S. and R. Gerrish (2019) “The Health Impacts of Online Gaming: A Systematic Literature Review and Survey,” prepared for Vic Health.
  • Kelly, S. (2018) “Gambling in Sport: the Livestreaming Landscape,” commissioned by the Australian Media and Communications Authority.
  • Chien, M. and S.Kelly (2018) “Advancing Kobe: Mega Event Leveraging and Legacy Planning,” presented to the Kobe government. 
  • Kelly, S. and Chien, M. (2017) “Positioning Kobe as a sports destination,” presented to Kobe government, Kobe.
  • Chien, M. and S.Kelly (2017). “Destination analysis and market potential for Kobe,” presented to Kobe government, Kobe.
  • Kelly, S., (2017). “The Impact of Geo-Trademarks on Australian Products: Australian Consumer Survey Study Report,” presented to IP Australia.
  • Kelly, S., Mangan, J., Alpert, F. (2016). “A multi study analysis of alcohol sponsorship of sport and its impacts on sportspeople and consumers,” presented to the Australian Sports Commission.

 

Industry Publications-sole authored

  • “The state-of-play for Australian sport during COVID-19 and beyond”, (2020) Inside Sport June
  • “Selling the Dream: Why Storytelling is the future of professional Sport. (2020) Contact Magazine.

“A Classroom without walls.” LinkedIn (2020)

  • Momentum, “Game on: the Ethics of Esports,” May 2019.
  • Hype Top 50 magazine on Big Data in Sport (in response to invitation-reach approximately 40,000 globally)
  • The Conversation, “We are only starting to figure out the value of sponsoring sports,” January 17, 2018.
  • The Conversation, “Esports are taking off and the Commonwealth Games needs to catch up,” April 7th 2018
  • Momentum, “How Alcohol is at the heart of local sport,” March 2018.
  • Momentum, “Game on: the Ethics of Esports,” May 2019.
  • Contact Magazine “You can’t be what you can’t see: why women’s sport matters

 

Referred Conferences

  • Meler, Erika, Schull, Dan, Smith, Karl and Kelly, Sarah (2020). How to better embed clinical teaching into practice operations within veterinary teaching hospitals?. In: Vet Down Under Gatton 2020 Conference Proceedings. Vet Down Under, Gatton campus, QLD, Australia, (50-50). 11-13 February 2020.
  • Kelly, S.J. and Hayday, E. (2020) Workshop on Esports and Community Egagement/CSR, European Sports Management Association conference, London, UK (now delayed to 2021)
  • Kelly, S.J. (2019) Sponsorship Activation through esports:a risky frontier, Australian & New Zealand Marketing Association Conference, Wellington, NZ. (Best paper)
  • Meler, E.Schull, D.Smith, C.and Kelly, S. (2018).Can veterinary teaching hospitals be profitable?. In: VetEd DownUnder conference, University of Adelaide, Roseworthy campus. 13-14 February 2018.
  • Hassan, MahmudPappu, Raviand Kelly, Sarah (2018).How do new product preannouncements influence brand innovativeness?. In: 2018 ANZMAC Conference Proceedings. Australia New Zealand Marketing Academy Conference, Adelaide, Australia, (576-576). 3-5 December 2018.
  • Chien, P. MonicaKelly, Sarah J.Cornwell, T. BettinaIkematsu, ShuYamaguchi, Shiroand Motohashi, Naoki (2017).Leveraging the Olympic and Paralympic games: building brand equity for all. In: 2017 American Academy of Advertising Global Conference, Tokyo, Japan, (). 6-8 July 2017.
  • Thompson, H.Kelly, S.Previte, J.and Kelly, A. B. (2016).Understanding What Responsible Alcohol Management Means to Community Sport Club Management Committees. In: 7th International Conference on Sport in Society, Honolulu, HI, United States, (). 2-3 June 2016.
  • Thompson, H.M., Kelly, S., Previte, J., & Kelly, A.B. (3 June 2017). The Experiences of Minors Who Compete in Senior Community Sport Teams: Is Alcohol a Team Socialization Tool? Presentation at the North American Society for Sport Management (NASSM) conference, Denver, Colorado.
  • Thompson, H.M., Kelly, S., Previte, J., & Kelly, A.B. (June, 2016). Negotiating alcohol consumption contexts: Juniors playing in senior community sport teams. Presentation at the World Congress of Sociology of Sport, International Sport Sociology Association (ISSA), Budapest, Hungary.
  • Thompson, H.M., Kelly, S., & Previte, J. (June, 2016). Understanding What Responsible Alcohol Management means to Community Sport Club Management Committees. Presentation at the Seventh International Conference on Sport and Society, Honolulu, Hawaii. Refereed conference.
  • Thompson, H.M. (August, 2015). Invitational presentation. Research in Sport Management and Post-doctoral study. Presentation to Department of Physical Education students. Hong Kong Baptist University, Hong Kong
  • Thompson, H.M., Scott,K.M., & Stanway, A.R. (December, 2013). Member perceptions of the role of alcohol in women’s community sport club culture. Presentation at the 11th Biennial Conference of the Australian and New Zealand Association for Leisure Studies (ANZALS), Melbourne, Australia. Refereed conference.
  • Chien, P. MonicaKelly, Sarah J.Cornwell, T. BettinaIkematsu, ShuYamaguchi, Shiroand Motohashi, Naoki (2017).Leveraging the Olympic and Paralympic games: building brand equity for all. In: 2017 American Academy of Advertising Global Conference, Tokyo, Japan, (). 6-8 July 2017.
  • Doyle, J.P., Kunkel, T., Kelly, S.J., Filo, K., & Cuskelly, G. (2020) Seeing the same things differently: Exploring the unique brand associations linked to women’s professional sport teams. North American Sports Marketing Association Conference,
  • Kelly, S.J. and Hayday, E. (2020) Workshop on Esports and Community Engagement/CSR, European Sports Management Association conference, London, UK (now delayed to 2021)
  • Kelly, (2019) Sponsorship Activation through esports: a risky frontier (ANZMAC Best Paper in Track) Dec 2019, Wellington, New Zealand
  • Doyle, Kunkel, T., Kelly, S.J., Filo, K. & Cuskelly, G., (2020) Exploring the unique brand associations linked to women’s professional sport teams (NASSAM)

 

Manuscripts under review

  • Doyle, J.P., Kunkel, T., Kelly, S.J., Filo, K., & Cuskelly, G.Seeing the same things differently: Exploring the unique brand associations linked to women’s professional sport teams. Journal of Strategic Marketing
  • Kelly, S. and Leung, J. The New Frontier of Esports and Gaming: A Scoping Meta-Review of Health Impacts and Research Agenda, Frontiers in Sport
  • Kelly, S., Magor, T. and Wright, A. The pros and cons of online competitive gaming: an evidence-based approach to assessing consumers’ wellbeing, Frontiers in Psychology.
  • Hassan, MahmudPappu, Raviand Kelly, Sarah. How do new product preannouncements influence brand innovativeness? International Journal of Innovation Management.

 

Contact Sarah






    Mail

    Sarah@drsarahkelly.com.au

    Twitter

    @skelly8888

    Twitter

    Dr Sarah Kelly