Risk Management in Sports Sponsorship: Application to Human Mortality Risk
This paper describes a sponsorship evaluation framework for sponsors.
From The International Journal of Sports Marketing & Sponsorship - Volume 10 Number 1
Risk management in sports sponsorship: application to human mortality risk
by
Norm O’Reilly, Director and Associate Professor, School of Sports Administration, Director, Institute for Sport Marketing, Faculty of Management, Laurentian University
George Foster, Wattis Professor of Management, Graduate School of Business, Stanford University
Abstract
This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as in-depth case studies. Based on this research, a sponsorship evaluation framework for sponsors is presented that includes: sponsee selection, risk management, strategic tactics, contingency planning, contract elements and post-contract tactics.
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Keith
Keith Irving
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