Research On Value Of Marketing Of The Chinese University Football League Sponsored By Li Ning Company

With the vigorous development of sports, increasingly attention has been attached to university sports, yielding to the ongoing development and improvement in university sports events. The Chinese university football league sponsored by the Li Ning Company is the most representative among many university sports events. Five competitions have been held since 2006, it is the most extensively participated,the highest athletics level, the biggest repercussion and the only eleven sports event of national university authorized by NACC. sports events deeply live are inseparable from marketization. Development of The development of sports event is very difficult if it mainly depend on sporting associations, so it may be answered by marketization including university sports events. The Chinese university football league sponsored by Li Ning Company is a typical example of which corporation sponsored university sports events. There had a lot of difficulties and problems, as well as scored some achievements in 5 years. The experience of successes or not is valuable,which offered important foundation for the healthy and rapid development of the Chinese university football league and university sports events.In this paper, firstly, the authors illustrated the connotation of sports sponsorship and marketing. Secondly, expatiated marketing strategy and gains of university football league by the Li Ning Company sponsored, analysed marketing strategic motive. Thirdly, introduced marketing strategy with emphasis which used by the Li Ning Company in the university soccer league and carried on analysis systematically. By theoretical analysis on events commercialized operation, project and events management, a detailed analysis is given about the current situation of commercialized operation in university football league. Finally, summarized its the experience of successes or not, which will offer important foundation for the berrer cooperation and development between the Li Ning Company and the Chinese university football league.