|（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.
Key words: sports management；pan entertainment；sport star endorsement；sponsoring risk