Mark H. McCormack Department of Sport Management at Isenberg

 Steve McKevley

Stephen McKelvey 

Associate Professor and Graduate Program Director 


Telephone: 413-545-5066

Email: mckelvey@isenberg.umass.edu

Office: Isenberg 236

 

View CV (pdf)

 

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


AMBUSH MARKETING PUBLICATIONS & PRESENTATIONS

 

Grady, J., McKelvey, S. & Bernthal, M. (2010). From Beijing 2008 to London 2012: Examining Event-Specific Olympic Legislation Vis à Vis the Rights and Interests of Stakeholders. Journal of Sponsorship, 3(2), 1-13.

 

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.  

 

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. & 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. (2002, Winter). Commercial "branding": The final frontier or false start for athletes' use of temporary tattoos as body billboards. Journal of Legal Aspects of Sport (publisher error cites as 13(1), Winter 2002, 1-37).

 

McKelvey, S. & Grady, J. (2004, Winter). Ambush marketing: The legal battleground for sport marketers. Entertainment and Sports Lawyer, 21(6), 8-15.

 

McKelvey, S. (1994). Atlanta '96: Olympic countdown to ambush armageddon? Seton Hall Journal of Sport Law, 4(2), 397-445.

 

McKelvey, S. (1992). NHL v. Pepsi-Cola Canada, Uh-huh! Legal parameters of sports ambush marketing. The Entertainment and Sports Lawyer, 10(3), 397-445.

 

McKelvey, S., Bradish, C. & Schmidt, A., "Examining the Legal Efficacy of Event Specific Legislation in Combating Ambush Marketing During the 2010 Vancouver Olympic Games," 9th Annual Sport Marketing Association (SMA) Conference (New Orleans, October 29, 2010).

 

McKelvey, S., Sandler, D. & Snyder, K., "Assessing Attitudes of ING New York City Marathon Participants toward ambush marketing," 17th Annual European Sport Management (EASM) Conference (Amsterdam, September 19, 2009).

 

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

 

CASE STUDY ON AMBUSH MARKETING

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

 

TRADEMARKS & LICENSING

 

McKelvey, S., Fairley, S., & Groza, M. (2010). Caught in the Web? The communication of trademark rights and licensing policy on university official athletic websites. Journal of Legal Aspects of Sport, 20(1), 1-33.

 

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. & 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.

 

Gibbons, M., & McKelvey, S., "Strange Bedfellows: The NFL and Library Associations Seek Further Review of the Fourth Circuit's Decision in Bouchat v. Baltimore Ravens." 24th Annual Sport and Recreation Law Association (SRLA) Conference (Savannah, GA, March 2011).

 

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

 

Cobbs, J., & McKelvey, S. (2009). The practice of brand extension through

licensing: The Spalding challenge. Sport Management Review, 12(3), 185-192.

 

McKelvey, S. (2008). Recent trademark dilution cases redefine concept of "fame". Sport Marketing Quarterly, 17(3), 173-177.

 

McKelvey, S., (2006). "Dawg Pound" decision provides guidance for fan group-related trademarks (Sport Marketing and the Law column). Sport Marketing Quarterly, 15(3), 181-183.

 

RIGHT OF PUBLICITY

 

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.

 

Kaburakis, A. & McKelvey, S. (2009). Facenda Jr. v. NFL Films, Inc.: "Voice of God" case settled after Third Circuit ruling (Sport Marketing and the Law column). Sport Marketing Quarterly, 18(2), 107-111.

 

 

SPORTS GAMBLING

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.