Managing of sporting entrepreneural activity risks in current economic conditions

The article considers problems of the sporting entrepreneurship on the basis of the analysis of risk notion. It is offered the marketing approach to the reduction of the degree of economic risks influence on sporting organizations activity. In current economic traditions there appears the urgent necessity in the risk management: i.e. working out and applying different technologies of the analysis, assessment and means of preventing or lowering possible losses from various risk types in the enterprise activity of different branches. The main thing in the solving of this problem is to perfect risk analysis and assessment technologies, risk classification, picking out their factors and reasons of their appearance. Besides, it is very important to define quantitative characteristics of these factors influence on the production risk and its pressure on the enterprise activity final results. Being based on the definitions of risk notions of the enterprise production activity and their functions it is possible to single out risk branches of the sports enterprise work in the sphere of small and middle business. Marketing environmental models are suggested and grounded as the most successful marketing tools of the risk analysis. The use of the marketing system of the risk control by the sporting organization management allows to take into account the most significant and the most specific risks for the sporting activity, to estimate them in a right way and to increase the expenses of effectiveness for managing them.