Risk-based Sports Star Brand Enterprises

With the rapid economic development, every company is longing for a great brandeffect by setting up a brand image. But how to establish a suitable brand image is acritical problem for those companies, which choosing a perfect celebrity endorsementhas become a widely used way. Celebrity endorsement is the external symbol of acompany’s brand, which can transmit its brand philosophy to target customers. With thegreat development in competitive sports, sports stars, especially those who have theirown unique personality, have attracted enormous attention by many companies.Comparatively speaking, sports stars have their own advantages to be celebrityendorsements, so does the corresponding risk. In recent years, celebrity endorsementaccidents gradually increased, because the risk management system cannot workefficiently. On the basis of the management and marketing theory, the thesis, accordingto analyze Sun Yang’s performance acting as a celebrity endorsement who is theOlympic champion, Chinese most famous swimming sportsman, explore the reasonwhy sports stars have failed to be a good celebrity endorsement, define the principles ofrisk assessment and establish the brand risk assessment system for companies. In theend, some feasible measures are proposed, which aim to avoid relevant risk.