Private Capital Sponsors Shanghai University Student Campus Football League The Current Situation And Countermeasure Research

Since the beginning of campus football activities in 2009,the campus football league has developed rapidly.Especially after the introduction of the "China Football Reform and Development Comprehensive Program" in 2015,all sectors of society recognized the importance of youth training and competition,and vigorously developed campus football.But to promote the development of campus football league needs a lot of financial support,relying on government funds alone is far from meeting the actual needs of campus football league development.In 2014,the State Council promulgated "Several Opinions on Speeding up the Development of sports Industry and Promoting Sports Consumption",which mentioned that to encourage the society to run events,the window to run the event will be opened,the competition needs to use the power of social private capital,to guide the social private capital into the campus football league.In this paper,the study of the entry of folk capital into the Shanghai University Student Campus Football League has made a detailed analysis of the current situation and countermeasure of the civil capital's entry into the Shanghai University Student Campus Football League by means of literature,expert interview,case analysis and questionnaire.This paper analyzes the necessity and feasibility of private capital entering Shanghai University Student Campus Football League,and finds the way for both the private capital and the campus football league to achieve a win-win situation,so as to promote the sustainable development of the sponsorship market of Shanghai University Student Campus Football League,and provide reference for the research of the sponsoring of the campus football league in China.Put forward a feasible path for the private capital to enter the competition.The conclusions of this paper are as follows:(1)the private capital sponsorship of Shanghai College Campus Football League is faced with many problems,such as insufficient publicity,unsatisfactory market development,imperfect capital entry and exit mechanism.(2)the main reasons for these problems are the low influence of the event,the lack of market promotion.(3)according to the current situation of private capital sponsorship of Shanghai College Campus Football League,find a suitable path of private capital sponsorship,mainly including improving the alliance organization,optimizing the match schedule system,introducing television broadcasting,attracting and more social private capital cooperation.