A well-chosen sponsorship can elevate brand awareness and strengthen brand equity through the positive associations of a celebrity endorsement. But what unfolds when the public figure’s image takes a hit?

After sharing his thoughts with Strategy Online earlier this month, we asked Managing Partner, Matt Kelly to draw on his experiences from over 20 years in marketing leadership roles to dive deeper into the upsides and risks of athlete and celebrity brand deals.

Find out more about what Matt has to say by watching the video below.