Steve McKevley

Stephen McKelvey

Associate Professor and Graduate Program Director

Telephone: 413-545-5066

Email: mckelvey@sportmgt.umass.edu

Office: SOM 236

Education:

J.D., Seton Hall School of Law, 1992
M.S., University of Massachusetts-Amherst, 1986
B.A., Amherst College, 1981

Research/Teaching Interests:

Legal Issues in Sport Marketing and Sport Sponsorship
Ambush Marketing
Sport Sponsorship and Consumer Attitudes
Sport Sales

Sport Law
Sport Marketing
Sport Sales and Promotion

Publications/Presentations:

Cobbs, J. & McKelvey, S. (In press). The practice of brand extension through licensing: The Spalding challenge. Sport Management Review.

McKelvey, S. & Grady, J. (2008). Sponsorship program protection strategies for special sport events: Are event organizers outmaneuvering ambush marketers? Journal of Sport Management, 22(5), 550-586.

Grady, J. & McKelvey, S. (2008). Trademark Protection of School Colors: Smack Apparel and Sinks decisions trigger color-ful legal debate for the collegiate licensing industry. Journal of Legal Aspects of Sport, 18(1), 207-242.

McKelvey, S. & Southall, R. (2008). Teaching sport sponsorship sales through

experiential learning. International Journal of Sport Management and Marketing, 4(2/3), 225-254.

McKelvey, S., "The application of trademark law to the "voice of God": An analysis of Facenda v. NFL Films, Inc., 21^st Annual Sport and Recreation Law Association (SRLA) Conference (Myrtle Beach, S.C., February 2008).

McKelvey, S. & Moorman, A. J. (2007). Bush-Whacked: A legal analysis of the unauthorized use of sport organizations' intellectual property in political campaign advertising. Journal of Sport Management 21(1), 79-102.

Batista, P. & McKelvey, S., "A legal battle of good vs. evil: "Saw 'Em Off" lawsuit pits first amendment free speech versus trademark infringement." 8^th Annual Sport Marketing Association (SMA) Conference (Pittsburgh, Nov. 2007).

McKelvey, S. & Grady, J., "Trademark protection for color schemes: A Smack-down victory for collegiate licensing." 20^th Annual Sport and Recreation Law Association (SRLA) Conference (Raleigh-Durham, NC, March 2007).

McKelvey, S. & Gladden, J. (2006). Exploring the opinions and perceptions of corporate sport sponsorship executives toward ambush marketing. International Journal of Sport Management, 7(3), 1-19.

McKelvey, S. (2006). Coca-Cola vs. PepsiCo -- A "super" battleground for the cola wars? Sport Marketing Quarterly, 15(2), 114-123.

McKelvey, S. & Grady, J., "You can host the Games but ... Exploring the use of the ambush marketing protection requirements in the host city/country bid process for major sporting events." 4^th Annual Sport Marketing Association (SMA) Conference (Denver, Nov. 2006).

McKelvey, S. & Sandler, D., "Ambush Marketing: Does involvement in the ING New York City Marathon affect attitude?" 4^th Annual Sport Marketing Association (SMA) Conference (Denver, Nov. 2006).

McKelvey, S., "From fantasy games... To 'The Big Game": Gray areas at the nexus of sport marketing and the law." Academy of Legal Studies in Business (ALSB), 81^st Annual Meeting (St. Petersburg, FL, August, 2006).

Sandler, D. & McKelvey, S., "Does a decade make a difference? Online survey of sponsor effectiveness at the 2005 ING New York City Marathon." Academy of Marketing Conference (London, July 2006).

Southall, R., Dick, R., & McKelvey, S., "Theory and practice in action: Experiential learning in sport sales training." 21st Annual North American Society for Sport Management (NASSM) Conference (Kansas City, June 2006).

McKelvey, S. & Sandler, D., "Do participants care more than spectators: Assessing sponsorship recall and recognition levels and attitudes toward ambush marketing among participants of the 2005 ING New York City Marathon." 21st Annual North American Society for Sport Management (NASSM) Conference (Kansas City, June 2006).

McKelvey, S., "Mud Hen Baseball v. Mud Hen Coffee: Can consumer confusion analysis factors trump strong-arm trademark infringement claims?" 19^th Annual Sport and Recreation Law Association (SRLA) Conference (Albuquerque, NM, March 2006).

Grady, J., McKelvey, S., & Clement, A., (2005). A new "Twist" for "The Home Run Guys": An analysis of the right of publicity versus parody. Journal of Legal Aspects of Sport, 15(2), 267-294.

McKelvey, S., McDonald, M., and Cramer, R. (2005). MasterCard and Major League Baseball: Metrics for measuring a most 'memorable' promotion. Sport Marketing Quarterly, 14(4), 254-262.

McKelvey, S., "Ambushing 'The Big Game': Analyzing the National Football League's avenues of legal recourse." 3^rd Annual Sport Marketing Association (SMA) Conference (Phoenix, November 2005).

McKelvey, S. & Sandler, D., "Assessing event participant attitudes toward ambush marketing." 3^rd Annual Sport Marketing Association (SMA) Conference (Phoenix, November 2005).

Grady, J., McKelvey, S., & Clement, A., "A new 'twist' in the evolving debate between the right of publicity and the First Amendment." 18^th Annual Sport and Recreation Law (SRLA) Conference (Virginia Beach, VA, March 2005).

McKelvey, S. & Moorman, A., "Bush-whacked: An analysis of the legal issues surrounding President Bush's unauthorized use of 'Olympics' in campaign advertising." 18^th Annual Sport and Recreation Law (SRLA) Conference (Virginia Beach, VA, March 2005).

McKelvey, S., (2004). The growth in marketing alliances between US professional sport and legalised gambling entities: Are we putting sport consumers at risk? Sport Management Review, 7(2), 193-210.

McKelvey, S., (2004, Winter). U.S. professional sport organization policies shift to embrace legalized gambling entities: A roll of the dice? Journal of Legal Aspects of Sport, 14(1), 23-45.

McKelvey, S. & Grady, J. (2004). An analysis of the ongoing global efforts to combat ambush marketing: Will corporate marketers take the gold in Greece? Journal of Legal Aspects of Sport, 14(2), 190-220.

McKelvey, S., & Dudukovich, J., "Legal and practical issues in negotiating ambush marketing protection clauses into sponsorship contracts." 2nd Annual Sport Marketing Association (SMA) Conference (Memphis, November 2004).

Grady, J. & McKelvey, S., "Using trademark and the right of publicity to protect an athlete's image." 2nd Annual Sport Marketing Association (SMA) Conference (Memphis, November 2004).

Clement, A., Grady, J., McKelvey, S., & Moorman, A., "The relationship between intellectual property law and sport marketing." 19^th Annual North American Society for Sport Management (NASSM) Conference (Atlanta, June 2004).

McKelvey, S., "Sponsors have the hammer, now use it!: Examining the need for stronger contract provisions to better protect sponsor investments." 17^th Annual Sport and Recreation Law Association (SRLA) Conference (Las Vegas, March 2004).

McKelvey, S., & Gladden, J., "Examining the attitudes of sports fans toward the involvement of casinos and lotteries as sponsors of sport organizations." 19^th Annual North American Society for Sport Management (NASSM) Conference (Atlanta, June 2004).

McKelvey, S., "Unauthorized use of event tickets in ambush marketing campaigns: Will NCAA v. Coors resolve the sport marketers' debate?" 18^th Annual North American Society for Sport Management (NASSM) Conference (Ithaca, NY, June, 2003).

McKelvey, S., & Gladden, J., "An Exploration of corporate sport marketers' assessment of ambush marketing." 1^st Annual Sport Marketing Association (SMA) Conference (Gainesville, FL, November 2003).

Grady, J. & McKelvey, S., "Current trends in the use and viability of disclaimers as a means of alleviating consumer confusion: Is the 'legal loophole' closing for ambush marketers?" 1^st Annual Sport Marketing Association (SMA) Conference (Gainesville, FL, November, 2003).