| （揭阳职业技术学院 艺术与体育系，广东 揭阳 522000） 摘 要：体育明星泛娱乐化背景下的赞助行为存在品牌与体育明星契合度低、赞助主体业绩不佳、赞助主体行为失范以及管理体制冲突等风险。造成这些风险的原因主要有：国内体育经纪业不成熟，忽略对赞助契合度的动态评估；竞技运动的不可预测性与商业抉择的风险性；媒体的放大效应；社会体制转型期的赞助利益冲突。应对这些风险的策略包括：事前考虑综艺娱乐节目的受众认知，重视契合度的动态评估工作；选择专业的经纪人团队；运用有效的合同条款防范与化解风险；重视与现有体制的衔接；事后建立危机公关应急处置与沟通决策机制；及时了解舆情，巧借综艺访谈节目化解负面舆论；通过道德约束条款进行合同救济。 |
ZHENG Cheng
| （Department of Arts and Sports，Jieyang Vocational and Technical College，Jieyang 522000，China) Abstract: Sponsoring behaviors under the background of sports star pan entertainment have risks such as low brand and sports star fitting degree, poor sponsoring subject performance, improper sponsoring subject behaviors and management system conflict etc. The courses for these risks mainly include the followings: the sports brokerage in-dustry in China was immature, the dynamic evaluation of sponsoring fitting degree was neglected; risks of unpre-dictability and business selection of competitive sports; media’s amplification effect; sponsoring interest conflict in the social system transformation period. Strategies for dealing with these risk include the followings: consider the audience cognition of comprehensive entertainment programs beforehand, value the dynamic evaluation of fitting degree; select a professional broker team; apply effective contract clause precaution and dissolve risks; value the connection to the existing system; establish a crisis public relation handling and communication decision making mechanism afterwards; know about public opinions in time, cleverly utilizing comprehensive interview programs to neutralize negative public opinions; carry out contract relief via moral restraint clauses. |
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