Research On Corporate Sponsorship In Large-scale Sports Events

As a key component of the sports industry,in addition to contestants and spectators,there are many related subjects involved in sports events.With the development and maturation of the sports industry,sports sponsorships are slowly on the stage and more companies are concerned.The sponsors who are active behind the scenes of the event not only become a solid guarantee for the success of the event,but also a communicator of sports culture.Sports sponsorship has played a great role in promoting the development of sports events.It has not only become the mainstay of the development of sports,but also is an important means for modern enterprises to dominate the fierce competition.Sports sponsorship marketing behavior has increasingly become one of the tools for the rapid development of enterprises and increase awareness.At present,there are many research results related to sports sponsorship in our country,but there are few studies involving corporate sponsorship behavior analysis and sponsorship strategies,and most of them do not take into consideration the situation of sponsoring companies themselves.This article aims at competition sponsors,from the perspective of the enterprise,through the analysis of corporate sponsored large-scale sporting events,combing out the promotion activities that enterprises have made during the sponsorship process,and discussing the good strategies for the company to achieve sponsorship purposes,and on this basis put forward to improve our country.The proposal of enterprises to sponsor the benefits of large-scale sports events has important theoretical and practical significance.The literature research method,expert interview method,questionnaire survey method,and logic deduction method are the main research methods used in this paper.Through detailed analysis and analysis of corporate sponsorship strategies through analysis of corporate sponsorship goals,the following conclusions have been drawn:First,through the review of previous literature,it is concluded that the sponsorship of sports events is a cooperative and win-win marketing approach that centers on the exchange of support and returns between sports companies and sports organizers in sports events.Therefore,the essence of sports sponsorship is a corporate marketing method.Enterprises use this marketing method to achieve production and management purposes.Previous studies have focused on the function and protection of sports sponsorship,and there has been relatively little research on the relationship between sponsorship goals and strategies from the perspective of the company.Second,through the interviews of the sponsors of the 2016 Ningbo International Marathon and the feedback from the questionnaires,a series of activities and differences in the sponsorship of sporting events by different companies in different industries were analyzed and proposals for sponsorship improvement were proposed.Third,after analyzing and summarizing the reasons for corporate sponsorship,summarize key words such as “brand promotion”,“support for Chinese sports”,“establish a communication platform with customers”,“expand sales”,and “provide opportunities for customer experience”.Explained from the three major goals are: brand promotion goals,business development goals,brand image goals.The focus of the company's sponsorship goals is different,but it is closely related.Fourth,through the grooming of the rights and applications of the second Ningbo International Marathon sponsors and sponsors promotion activities,to understand the content of different categories of sponsors and the use of sponsors' rights and interests,and to learn from sponsors that they will use sponsorship rights during the competition period.Resources organized promotion activities.In-depth analysis of how different types of sponsoring companies use sponsorship rights to independently plan and implement promotional activities to achieve sponsorship goals and sponsorship of equity utilization.Fifth,through a comprehensive analysis of the behavior of the sponsors of the second Ningbo International Marathon,combined with the theory of enterprise management,it puts forward recommendations and strategies applicable to the selection of sponsorship behaviors and the implementation of sponsorship behaviors.