Risk management in sports sponsorship

Abstract

Sports sponsorship, a new form of corporate marketing, has become a major source of funding for sports teams and events. As an entrepreneurial activity, sports sponsorship entails a degree of risk for the company which, like all enterprise risks, must be managed and controlled using effective, efficient programmes that analyse and assess the potential impact on the company’s finances and reputation, thereby allowing the sponsor to take steps to avoid or mitigate such risks.