Meet the 2020 Assisters
Sarah Kelly

Sarah Kelly

Sarah Kelly

Non-Executive Director ❘ Assoc Prof (Marketing & Law) ❘ eSports ❘ Sports Law & Marketing ❘ Consultant ❘ Speaker

Associate Professor Sarah Kelly is an Associate Professor in Law and Marketing and the External Engagement Director and Marketing Discipline Leader in the University of Queensland Business School. She has interdisciplinary expertise in marketing, psychology and law and is globally known for her research and consulting in the sports field, and is also co-leading an interdisciplinary research team at UQ in Trust, Ethics and Governance. Recent projects include the impacts of scandal in sport, governance of esports, mega-event legacy and risk issues in women’s sports. Sarah is also leading a global sports innovation accelerator at UQ and advises start-up businesses in sports technology. She teaches Sports Law and Marketing and has won awards for her teaching.
Sarah holds several non-executive directorships, including as Deputy Chair of the Brisbane Lions AFL Football Club, Tourism and Events Qld, Events Management 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, the State Minister’s Sport Advisory Council.

Career & Background

What inspired you to do what you are doing now?

Flexible work, challenging work, helping people to learn and solving business problems/strategy; mainly driven by curiosity.

What was your journey and where are you headed in your career right now?

Your favourite food for thought


Lean In // Sheryl Sandberg
Give and Take // Adam Grant
Talking with Strangers // Malcolm Gladwell


Podcasts / Thought Leaders

Bill Gates
Lex Fridman
Sam Harris
Looks 10 chats 3


What drives and inspires you

What are your core values?

  • Authenticity
  • Compassion
  • Optimism
  • Curiosity

Who is your biggest inspiration and why?

Bill Gates – an incredibly innovative and data-driven problem solver, who thinks big and has had an exponential impact upon the world’s biggest issues. He and Melinda Gates are also the most generous philanthropists in history by the proportion of wealth. So he walks the talk – authentic and compassionate.

You as a Mentor

Why have you decided to become a mentor?

I have mentored and continue to mentor students, junior academic faculty, sports executives, athletes, and young people, and enjoy it because I learn so much, and find it really rewarding to see the mentee achieve goals or develop into a leader in their chosen field.

What are the top skills or qualities you bring to mentoring?

  • Compassionate
  • Direct
  • Optimistic

Ready to be a part of Assisterhood as a Mentee?

We are the fastest growing mentorship program in Brisbane – and we’re only just getting started! Let’s shoot for the stars – together!