The Study On Risk Management In Sponsorship Of Professional Sports Events

Professional sports events have been attracting lots of audience and sponsors because of their own fascination.With the development of sports sponsorship market,more and more enterprises start to set foot in domestic and overseas sponsorship of professional sports events.However, there are risks to sponsor and sponsee in this complicated system of professional sports events.The existing incidents of loss and harm, resulting from various risk factors,have made people realize the importance of risk management.Especially the resent economic depression was a hard hit to professional sports,thereby arousing people’s attention on application of risk management in sports sponsorship.They are realistic problems to both sponsor and sponsee in professional sports events that how to raise the risk-preventing consciousness,how to implement effective risk identification,how to choose the methods of risk disposal and so forth.In this thesis,for object of study on risk management in sponsorship of professional sports events,the author adopts the methods of documentation,interview and logical analysis,combined with cases,to identify the pure risk existing in both in sponsor and sponsee,conclude the measures of risk management appropriate to and provide following conclusion and advice:1、Professional sports events have their own characteristics,and there is a big difference between sponsorship market of Professional sports events in China and that in foreign countries.2、The risk of sponsorship of professional sports events is the quantifiable likelihood of loss or harm existing in sponsor or sponsee in professional sports events.3、The measures of risk management for sponsor and sponsee include risk management plan,risk identification,risk estimation,risk disposal and plan evaluation.4、Advice:The proper laws or policies should be constituted by Chinese governments;Sponsor and sponsee in professional sports events need to raise the risk-preventing consciousness,develop reasonable risk management plan within helpful methods of risk identification and risk disposal so that both of them can prevent potential risks and establish scientific evaluation system of sports sponsorship.