Risk Analysis And Coping Strategies Of Alcohol Companies Sponsoring Sports Events

In the context of a globalized economy,more and more enterprises are setting up sports event sponsorship markets for their own value and increasing their influence.Liquor companies are also keen to join the sponsorship of the event.There are a large number of participants in sports events,which are difficult to control,which brings a lot of risk to the operation of sports events.At the same time,alcoholic beverages,the main products of alcohol companies,will bring a series of new risks,such as causing stadium violence,drunk driving after watching matches,and sponsoring marketing activities.Many countries and regions have made prohibitions on alcohol sponsorship of sports events or have very strict entry requirements for alcohol sponsored sports events.These risks will inevitably lead to certain deviations in the expected returns of the company and the event,and even cause the liquor company to fail to complete the sponsorship process smoothly,resulting in serious adverse effects on the company and the event.Therefore,filling the lack of research on the risk of sponsorship of alcoholic companies'competitions is of great significance both theoretically and practically.This article studies the risk of alcohol companies sponsoring sports events.The literature data method,case analysis method,logic analysis method,expert interview method and field observation method are used for research.Discussed the general situation of wine companies sponsoring sports events.From the perspective of alcohol companies,combined with enterprise risk management,project risk management,sports science,etc.as the theoretical basis for the risk identification and risk analysis of event sponsorship,put forward risk countermeasures.The risk loss of the wine company sponsoring the event will be minimized.At the same time,it is also hoped that it can provide some references for liquor companies and other companies to enter the sports event sponsorship market and regulate the industry guidelines for corporate sponsorship of sports events.The main conclusions from the research are as follows:Alcohol companies have become an important part of sports event sponsorship categories.Among them,beer companies still occupy the dominant position in the sponsorship market,and liquor companies have great potential.Alcohol companies often use comprehensive and commercial events as their sponsorship choices.Objectives;sponsorship levels all involve decisions based on a company's strategic development.At the same time,alcohol companies sponsoring sports events is a complex and diverse issue and faces many risk factors.The main aspects are as follows:(1)Political environment risk;(2)Natural environmental risk;(3)Economic environmental risk;(4)Social cultural risk;(5)Media risk;(6)Legal and policy risk;(7)Competitive risk;(8)Personnel risk;(9)Hidden marketing risks.Make the following suggestions for the problem:(1)Carefully choose the sponsorship behavior of wine companies,and pay attention to the risk assessment before sponsorship;(2)Strictly grasp the sponsorship plan of liquor companies and formulate risk response strategies;(3)Strengthen the review of contract contents and refine the risks and liabilities;(4)Reasonably purchase insurance to transfer risks and seek cooperation from professional intermediaries;(5)Highly monitor media platform public opinion and establish a positive and good media communication mechanism;(6)Understand the relevant laws and regulations,and strictly control the contact of minors with wine company information;(7)Attach importance to innovative sponsorship methods to improve the competitiveness of alcohol company sponsorship;(8)Crack down on hidden marketing behaviors and promote the improvement of the legal system for wine company sponsorship.