The Influence Of The Financial Crisis On Sponsorship Of International Sports Events In Shanghai

In recent years, various international sports events were held in China. Sports events became a new favorite because they have lots of advantages.Such as showing city image, improving competitive level,meeting the growing need of sports, increasing sports self-development energy, creating economic value. Organizing a successful international sports event is a difficult and complex project. Funding is the key to success. Sports sponsorship plays an important role in the financial supporting, and it decides the success of an event.A financial crisis which was caused by the U.S.subprime crisis has given a major blow to the global economy.Many industries have a huge negative impact, such as banking and automobile industry.Today,as the economic globalization continues,sports events as an important part of the global economy cannot escape.In this paper, I study the sponsors of the Shanghai tennis master cup,Shanghai golde grand prix,Shanghai snooker masters and Shanghai international marathon by the ways of literature, expert interviews, logical analysis and mathematical statistics.I analysis of the four major races in three years about the number of sponsors, the nature of the sponsors, industry distribution, sponsorship period, the reason of the sponsors support events or not and so on.From the study, sponsorship of international sports events in Shanghai mainly has the following four characteristics under the influence of the financial crisis:1,The number of sponsors remained stable.2,Some more important sponsors were out of the sponsorship.3,Opportunity in crisis,some events achieved higher level of sponsorships.4,The rate of company ownership of sponsors has changeSponsorship of international sports events in Shanghai mainly has the following four disadvantages under the influence of the financial crisis:1,Under the influence of the financial crisis,the Sponsor loyalty is lower.2,Sports events who replaced sponsors frequently have less ability to defuse risks.3,Under the influence of the financial crisis,the contradiction between more sponsorship'industries, and less sponsorship return is more serious.4,Sports events which is lack of attention have less ability to defuse risks.5,The lack of sports professionals are particularly prominent in the financial crisis.As for its characteristics and disadvantages under the influence of the financial crisis, I will give my advise to the sponsorship of international sports events in Shanghai:improve the Sponsor loyalty, try best to working for the sponsors;focus on theory and practice, professional training and the introduction of professionals;attract future consumer groups to expand its mass base event; keep pace with technology trends and strengthen the application of new media marketing.