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.