Sarah's research interests include sports marketing strategy and impacts, cross cultural advertising and international trademark law and branding. She has received funding for ARC linkage projects on the impact of alcohol sponsorship in sport, and examining trademark law's image of the consumer. She has conducted research and consultancy with industry, government and the non profit sectors, including the Australian Sports Commission, Australian University Sports, The Coalition of Professional Sports, IP Australia, The Federal Court of Australia, Fosters and Synergies Economics Consulting.
Sarah has multidisciplinary training, having had extensive experience as a practicing lawyer and in commercial management, prior to completion of her PhD in sports marketing, and postdoctoral appointment in psychology. She has published in leading academic peer reviewed journals including the Journal of Advertising, the Journal of Sports Management, International Journal of Advertising and the Journal of Experimental Psychology: Applied. Sarah also teaches marketing and advertising, across undergraduate, masters, MBA and executive education programs, and has received awards for her teaching.
Sarah is a Director on the board of the Brisbane Lions AFL club.