Perhaps risk is not the first thing that you think of when you start looking at potential sponsorship opportunities for your company but perhaps you should.

BMW has recently apologised for a sponsorship that went horribly wrong. I think it’s a bit strange but Germany’s meteorology institute allows brands to sponsor weather systems. So a well known German company like BMW probably thought it was low risk to sponsor a storm named “Cooper” for its Mini Cooper which BMW manufactures. Unfortunately this very same storm is being blamed for 100 deaths in Poland and Ukraine and BMW has quietly and politely More >