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The Business of Sport & Sports Law course

Learn the principles behind legal regulation and governance of sports

Sport is one of the fastest growing sectors globally, and is currently confronted with increased complexity, disruption and integrity issues. Recent high-profile integrity issues including “Sandpaper Gate” and the Essendon doping case are symptoms of the growing governance and integrity concerns in sport. Given the commercial, complex and global nature of sport, the need for effective governance and understanding the legal and business aspects of sport is essential for a range of stakeholders, including legal practitioners, sports administrators, athletes, sports consumers, sponsors and government.

The Business of Sport & Sports Law course focuses on the basic principles involved in the legal regulation and governance of sports in addition to commercialisation of sports. It will draw on practitioner and case study perspectives to illustrate how the business of sport operates in a global context. Participants will acquire and improve skills in risk management, governance, negotiation, commercial operation and client representation.

Guest speakers who are practicing sports lawyers, sports administrators and law enforcers will also provide course participants with first-hand case studies and lead discussion. Readings will consist of relevant journal articles, reports, case studies and text extracts.

Who should attend?
This course is designed for sports professionals, athletes, entrepreneurs, administrators, sponsors, commercial lawyers, sports consultants and government – concerned with improving knowledge of the business of sport and sports law as well as grassroots and professional sports management. We invite participants of all organisational levels and levels of experience to enhance their insight and knowledge of the latest issues in the business of sport and sports law.

Price: $1850 (exc.GST)

Terms and Conditions

Building your capability through

After attending this course, you will:

  • Understand the regulatory environment of sport to better inform governance and risk management in sport
  • Gain insight into commercialisation and growth opportunities
  • Mitigate risk of integrity breaches arising in sporting organisations
  • Strengthen negotiating position in relation to sponsorship and athlete contracting
  • Develop a detailed understanding of liability for injury in sport and the disciplinary process
  • Understand sponsorship and its operation and valuation
  • Identify key innovation opportunities and trends in sport
  • Enhance sports management and leadership capability
  • Develop sports stakeholder network.

Our expert facilitators


Associate Professor Sarah Jane Kelly

Sarah is an Associate Professor in Law and Marketing at The University of Queensland (UQ) and a speaker, consultant and writer in sport. Sarah is currently 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 All Stars event in LA and the Commonwealth Games.

She has multidisciplinary expertise in marketing, psychology and law and is globally known for her research and consulting in sports management, law, marketing and branding. 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 one in Australasia and number 10 globally.

Widely published in the sports field, Sarah’s recent projects include sports scandal impacts, sports corruption, mega sporting event legacy impacts, sponsorship metrics and esports.

Sarah holds several non-executive directorships, including as Deputy Chair of the Brisbane Lions AFL Football Club, The Gregory Terrace Foundation and the Wandering Warriors. She has also recently commenced a new start-up, Global Esports Services, concerned with connecting and supporting players, teams, sponsors and league owners involved in the esports ecosystem.

Networking opportunities

This course is aimed at sports professionals, athletes, entrepreneurs, administrators, sponsors, commercial lawyers, sports consultants and government – concerned with improving knowledge of the business of sport and sports law and grassroots and professional sports management.

We invite participants of all organisational levels and all levels of experience to enhance their insight and knowledge of the latest issues in the business of sport and sports law.

This will provide ample opportunity to network with likeminded professionals from very different sectors.