A Study On The Risk Problems Of Enterprises Sponsor Sports Organizations In China

Enterprise sponsors sports organizations, which becomes a senior marketing tool and a new bright spot integration between physical and economic. Compared with the rapid development of foreign sports sponsorship, China’s sports sponsorship started late. In the early80’s of last century, sports sponsorship began to germinate in the market. In recent years, the market is developing swiftly. Review the prosperity of sports sponsorship market, it brought vast profits but the huge risk crisis is hidden behind it. In the process of sponsorship, enterprises will meet various risk problems. Faced of them, we must identify the problems and raise some suggestions and strategys, then sports sponsorship will realize the win-win situation.In this paper, the methods of literature, interview the experts, logical analysis, statistics, cases analysis were used. Started with the definition of sports sponsorship, this paper summarizes the domestic and international research achievements on the risks of sports sponsorship. Through the research of risk of sports sponsorship, especially sponsors sports organizations risks, this paper summarizes the causes of it and raise the methods and proposals of sports sponsorship.Compared with the education, cultural art, media and enviromental protectionsponsorship, sports sponsorship has many own characteristics:commercial, strong audiences, pertinence, participation and risk; Sports sponsorship is a kind of investment. So for the sponsorship objects, sports sponsorship exists high risks.Compared with western developed countries, sports sponsorship of China has many malpractices. In the process of sponsorship, there will be more risks; The risk of sports sponsorship means when enterprises sponsors sports organizations, they will meet a series of uncertain factors, then sponsor risks also emerge naturally. In the whole process, enterprise will have risks and sports organizations also have; The risks of sports sponsorship are caused by many reasons:the law system on sponsorship in China is not perfect; both enterprises and sports organizations default or implement treaty improperly; the power of intermediary institutions are weak and so on; Sports sponsorship has many risks, so we must implement management. The risk management processes of enterprise sponsor sports organizations, which are risk identification, risk dodge, risk damage control, risk transfer and disperse and the evaluation of sponsor risk management.