A Study On The Risk Identification And Risk Management Strategy For Sports Sponsor In China

As a new bright spot of integration between Physical and economic, sports sponsorship sweeps the world and becomes a senior marketing tool. Compared with foreign sports sponsorship, the marketing of China's sports sponsorship is late and in a low starting point but with rapid development. Especially the 2001 Beijing Olympic bid's success, the market-driven sports industry's the rapid development, large-scaled international games held in China and the birth of the first global partnership BOCOG, all give China's sports sponsorship market great help. Examining the prosperity of sports sponsorship market, when it brings enormous profits to sports sponsorship, at the same time it hides enormous risks. Which risks will the sports sponsorship enterprises encounter in the course of sports sponsorship? It is real problems on how to prevent and deal with the risks, how to rule the development of China's sports sponsorship market, and how to improve the enthusiasm and efficiency of the sponsors.In this paper, the author uses literature data, interviews the experts, logic analysis, analysis cases. On the basis of the definition of sport sponsorship market risk, the author studies the risk identification and risk management strategy for sponsorship business as the research object, uses the technology of risks identification that may affect the macro corporate sponsors environment, the concept of the environment, micro-environmental risk identification, and attempted to use risk management methods, the analysis of cases, enterprises with a view to preventing and dealing with risks corresponding measures. The author comes to the following conclusions and gives related recommendations:1. Compared with other forms of sponsorship, Sports Sponsorship has its own characteristics.2. Sports sponsorship market risk is that: the actual receipts and the expected return of a certain deviation is not the same the between two sides in sports sponsorship system. The possibilities of losing some benefits and consequences of the comprehensive incident are possible because of the uncontrollable objective and subjective factors.3. The risk of sports sponsorship has Macro environmental risks, the concept of environmental risk, micro-environmental risks.4. Risk prevention measures and suggestions:Enterprise should have risk awareness, establish special risk management group; Enterprise should use risk identification technology to identify related risks, control and prevent risks and try to evaluate well and correct the risk Measurement system in the risk taken on the basis of the corresponding risk management technology; Enterprises should establish a scientific assessment of the sponsorship system; Enterprises should make full use of the media, the intermediary, make it close to the government, establish a strategy in sports sponsorship activities supporting marketing; Government should improve and perfect the sports legal system, and reduce interference, promote the development of sports sponsorship through the market mechanism; Government should further establish and perfect the system of our nation's sports agent, train high-quality sports agent.