Risk management in sports sponsorship: application to human mortality risk
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 October 2008
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.
Keywords
Citation
O'Reilly, N. (2008), "Risk management in sports sponsorship: application to human mortality risk", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 1, pp. 39-56. https://doi.org/10.1108/IJSMS-10-01-2008-B007
Publisher
:Emerald Group Publishing Limited
Copyright © 2008 by Winthrop Publications Limited