Analysis of the crisis in the company as a result of the scandal of sponsored athletes

Danas konkurencija rapidno raste te je, za postizanje iznadprosječnih rezultata, potrebno uložiti u marketing. Sve veća pozornost pada na digitalni marketing te na oglašavanja na društvenim mrežama. Najbolja reklama danas su ljudi koji imaju utjecaj na širu publiku te tako prenose svoje stavove o određenim proizvodima i nameću trendove i mišljenja. Ljudi se nerijetko povode za svojim idolima, a za poduzeće nema boljeg ulaganja u marketing od sponzoriranja osoba koju vole široke mase. Ipak, takav način oglašavanja za sobom vuče određene rizike kako su te osobe pod posebnim povećalom javnosti pa su i u privatnom životu dužni ponašati se u skladu s načelima poduzeća koje zastupaju. Što se dogodi kada ispadnu iz okvira na koji su pristali te kako to utječe na poduzeće i kako se poduzeće nakon toga snalazi i što ako dođe do krize. Kriza je prirodan dio životnog ciklusa svakog poduzeća te kada do iste dođe, primjerice zbog narušene reputacije brand ambasadora, poduzeće mora biti spremno. Iznimno je važna pravovremena i odlučna reakcija istupanja u javnost. Od velike je važnosti pri tome paziti na način komuniciranja, na adekvatno obraćanje javnosti i minimiziranje nastale štete. U radu se analizira kako su se određene situacije navedenih poslovnih kriza odvile i riješile te koje su poželjne, a koje nepoželjne karakteristike pri odabiru brend ambasadora.Today, the competition is growing rapidly, to achieve above-average results it is necessary to introduce into marketing. Increasing attention is paid to digital marketing and advertising on social networks. The best advertisements today are people who have an impact on a wider au- dience by conveying their views on certain products and naming trends and opinions. People are often occasions for their idols, and for a company they have no better investment in marke- ting than sponsoring a person loved by the masses. However, this way of advertising entails certain risks as these persons under a special magnifying glass of the public and even in private life are obliged to behave in accordance with the principles of the companies they represent. What happens when they fall out of the framework they have agreed to how it affects the com- pany and how the company copes afterwards and what if a crisis occurs. The crisis is natural part of the life cycle of every company when you come, for example beca- use of the damaged reputation of the brand ambassador, the company must be ready. The timely and decisive reaction of public appearances is extremely important. It is very important to pay attention to the way of communication, to adequately address the public and minimize the da- mage. The paper analyzes how certain situations of these business crises took place and resolved those that are desirable and which are undesirable characteristics when choosing a brand ambassador