Risk Management in Sports Sponsorship

Chapter
Part of the Lecture Notes in Economics and Mathematical Systems book series (LNE, volume 675)

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.

Keywords

Risk management Risk in sponsorship Sports sponsorship Sport marketing Sports teams and events 

References

  1. 1.
    C. Campos, Sports Marketing and Sponsorship (Gestió i Promoció Editorial, Barcelona, 1997)Google Scholar
  2. 2.
    J. De Andrés, Mecenazgo y Patrocinio: las claves del marketing del siglo XXI (Editamex, Madrid, 1993)Google Scholar
  3. 3.
    M.A. Davara Rodriguez, Estrategias de Comunicación en Marketing (Editorial Dossat, Madrid, 1992)Google Scholar
  4. 4.
    B. Harvey, J. Advert. Res. 41(1) (2001), pp. 93–123Google Scholar
  5. 5.
    J. Ibáñez, Investigación y Marketing 71 (2001), pp. 63–76Google Scholar
  6. 6.
    A. Mandado, Investigación y Marketing 83 (2004), pp. 60Google Scholar
  7. 7.
    R. Poch Torres, Gestió del control intern de riscos en l’empresa postmoderna: àmbits econòmic i jurídic. Reial Academia de Doctors de Catalunya (2010)Google Scholar
  8. 8.
    T. Meenaghan, Int. J. Advert. 10(1) (1994), pp. 95–122Google Scholar

Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Academician of the Royal Academy of Economics and Financial Sciences of SpainUniversity of BarcelonaBarcelonaSpain

Personalised recommendations