CUB marketer warns sports rights holders to make greater effort in selling sponsor packages

From left: Maxwell, Muddle, Medcraf and Oakford

The partnerships manager of Carlton and United Breweries has warned sports rights holders not to jump straight in with the offer of “gold” packages to potential sponsors, arguing such a strategy demonstrates a complete lack of effort.

Chris Maxwell told a panel discussion, at the Mumbrella Sports Marketing summit in Melbourne, that he is often offered the top tier of sponsorship deals.

But he said such an offer does not reflect well on the seller.