Sport sponsorships should be about integration not what we see on the screen: Chris Maxwell

Integrating brands into sports sponsorships and partnerships should go beyond just what is seen on the screen during the telecast, Carlton United Breweries’ consumer connections director said.

Speaking at Mumbrella’s Sports Marketing Summit, Chris Maxwell said it partnerships need to go “beyond just integrating the brand into the broadcast”.

Drawing on his experience from the CUB and Nine partnership, Maxwell noted brands and businesses need to consider how a brand fits and how a property fits with the brand in return.