Prof Sarah Kelly OAM | Getting ahead of the game

Sport is more than just a game; it is a powerful global force and the timing has never been better to learn more about the power of sport. As digitalisation and the increased popularity of adventure sports redefine the game, the capacity to drive significant economic and social change is also unparalleled. In light of these evolving dynamics, the QUT Graduate Business School's pioneering micro-credentialed 10-week course on Sports Management will equip participants with cutting-edge knowledge and global networks, preparing them for impactful careers in this vibrant industry.

The course will be led by Professor Sarah Kelly OAM, Head of QUT’s Graduate School of Business and an experienced commercial lawyer and non-executive director across sport, tourism, technology, and professional services sectors. Sarah sits on the Brisbane 2032 Games Organising Committee board and is Deputy Chair of the Brisbane Lions AFL Football Club and Tourism & Events Queensland. She is globally known for her expertise in the sports field and was awarded an Order of Australia Merit Award in 2021 for services to sports administration and tertiary education. Prof Kelly explains more about the multifaceted changes in the sports sector and the unique opportunity we have to get ahead of the game with QUT’s new Sports Management course…

There is more to sport than sport. It is a complex, global ecosystem underpinned by values of fairness, excellence and equality. It is a human right to participate in sport and physical activity. It is a universal cultural connector and platform for change and community connection. It is a diplomat, helping to strengthen international relations and peace keeping. It is a champion of gender equality. It is a visible showcase for diversity and inclusion. It is a context brimming with innovation and a testing ground for allied health technologies. It is a marketing dream and business disruptor. It is a beacon through which we can learn leadership and high performing cultures.

And there is a dark side to sport, with organised crime, ethical challenges, safeguarding and governance and sustainability challenges embedded in global sport. There can be costs of winning and winning at all costs. Both of which are worth scrutiny. Emerging sports law issues are supporting award-winning Netflix content, from cheating, match fixing and doping in sport, to concussion, selling a shoe and athlete activism.

The very definition of sport is changing with the digitalisation of the sector, and the emergence of hybrid and virtual sports like esports. Next generations are increasingly turning to adventure sports like rock climbing, skateboarding and surfing and mass participation sports like marathons. Mixed gender and all abilities events are growing in popularity and scheduling at mega events like the Olympics and Paralympics. And the growth trajectory of women’s sports has translated to a world movement. Sporting events are now planning upon legacies to be realised for generations beyond the event, and minimal impacts to environment. And artificial intelligence is driving new dimensions of talent identification, high performance, injury prevention and fan engagement.

The upcoming Paris Olympics and Paralympics will tell exceptional human stories through sports and remind us of the power of mega-events to showcase a region, cultures and talent. Legacies of these games have already unfolded - more active school children across France daily, a clean Seine, enhanced accessibility and sustainability.

There is never a better time to learn about the important and fascinating sports sector and its capacity to ignite significant economic and social impact than now. The sports sector and services serving the sector, present great opportunity for careers and contribution to society. Working in the industry requires current knowledge of data analytics, sports law, sports marketing, leadership, innovation, sports diplomacy and ethics.

FutureSport 360: Navigating the Future of Sports Management is a masterclass that provides the comprehensive knowledge and practical skills to excel in the dynamic sports sector. It is a new, first of its kind, micro-credentialed course that is co-designed and co-delivered with the sports industry. After completing the ten-week online course, students will have the confidence, knowledge and tools they need to lead and make an impact, with the following outcomes:

Students will:

• Be armed with cutting edge 360-degree knowledge from latest research insights and industry practice
• Have access to global networks across the sector
• Benefit from research-led insights, case studies, and expert guest presentations
• Gain credit into an MBA, master’s or graduate certificate degree as an optional pathway form the Masterclass
• Have opportunity to join an annual sports study tour open exclusively to course alumni.

This course is suited for anyone in the sports sector or community who wants to gain evidence-based transdisciplinary insights into the power of sport, including professional services, students interested in a career in sport, athletes, former athletes, coaches, administrators’ government and National Sport Organisations.

Professor Sarah Kelly OAM
Head of QUT's Graduate School of Business

For enquiries, please email Professor Sarah Kelly OAM.