Study On The Current Situation And Developmental Strategies Of College Football Commercial Sponsorship In Guang Xi

College football commercial sponsorship, as an important part of football industry, has been put much attention by worldwide colleges ever since a long time ago. In countries such as America and Japan, college football commercial sponsorship has become an important factor in effectively boosting the development of football industry. With the advent and boom of college football commercial sponsorship in our country since the 1990s, it's range, scope and form have been expanding and promoting.As an important part of football sponsorship, college football sponsorship has gradually become distinct in it's status and role. College football sports in Guang Xi developed rapidly for the past few years, and colleges found high-level football team one after another. But on the whole the development of the market of college football sponsorship in Guang Xi has lagged behind relatively, and the developmental pace is also relatively slow. This paper endeavors to analyze the factors that influence the development of college football commercial sponsorship in Guang Xi from the current situation of college football commercial sponsorship in Guang Xi, and based on the analyses about the feasibility of college football commercial sponsorship in Guang Xi from sponsor enterprises and about the sponsor strategies of college sport organization, puts forward some developmental strategies of college football commercial sponsorship in Guang Xi so as to better develop college football commercial sponsorship in Guang Xi, raise more funds for college football sport and finally boost the development of college football sport comprehensively.Taking college football commercial sponsorship as it's research object and based on current situation of college football commercial sponsorship in our country, this paper, by research approach of documentary information, questionnaire survey and in-depth interview, analyzes the problems in the development of college football commercial sponsorship in Guang Xi. Then it analyzes profoundly the concept, win-win analysis, current situation, restricting factors and strategies of college football commercial sponsorship from the view of Sociology, Economics and Marketing. Furthermore, it submits some interrelated theory bases for perfecting college football commercial sponsorship in Guang Xi. The primary points are as follows:1. College football commercial sponsorship refers to the sponsorship provided by enterprises to college football organization in forms of funds and object on one hand, while on the other hand it refers to propaganda for the products of enterprises by college football organization in the media of football so as to expand the sales network for enterprises and to raise the products turnover. The commercial sponsorship is propitious to establish well social image of enterprise and to culture current and potential consumer group. It is also good for constructing an interactive terrace between sponsoring enterprises and colleges, and for promoting college socializing level and strengthening the ability to serve our society, increasing college students' practical ability in society and promoting education for all-round development, widening the channels of funding source, activating matches of different levels and raising the level and the development of college football sports.2. The scale of college football commercial sponsorship in China is small as a whole, and its development is not balanced. The same goes for college football commercial sponsorship in Guang Xi. The specific manifestations are that of the low-rise college popularity and the commercial operating level of football matches being not sufficient, matches lacking attraction, college leaders not paying plenary attention and the reciprocation to enterprises from colleges not enough, sport sponsorship law not perfect, intermediaries and the media not intervening and so on. All of these cause the merchants have little incentive to sponsor for college football.3. The restricting factors that influence college football commercial sponsorship in Guang Xi are as follows: 1) the thought of college leaders falls behind and lacks the consciousness of sponsoring marketing. The authority and responsibility are not definite in current institution and this hinders the development of college football sponsorship. Sport organization has no long-term sight so that it ignores the interests of sponsors. Football activity is short of originality and is difficult to obtain sponsor's attention. The level of college football is not high and the system of matches is not sustainable. 2) The knowledge of enterprises towards the commercial value of college football sponsorship is insufficient and the sense of it is not grumous. The expectation to the benefit of college football sponsorship is too high and too impetuous, and there is no long-term marketing tactics. 3) Laws and regulations about sport sponsorship are not comprehensive and so there lacks necessary political supports and stimulations. 4) Specialized intermediaries have the characteristics of small number, inferior quality, irregular organization activity, dim service sense and lacking of intermediary sport talents. 5) Professional media has not played its active role to promote commercial sponsorship. 6) Differences in the extent of region's economic development caused the disequilibrium of the development of commercial sponsorship.4. The industry of sporting goods, catering and communication service will be the main industry of college football sponsorship. Colleges and the bulky crowd of students and teachers in colleges will also be the important places and objects for enterprises to promote sales, establish images and culture market.5. Effective work procedures for commercial sponsorship are as follows: 1) Analyzing the nature and its commercial impact of football matches. 2) Working out work schedule and designing distinctive activity. 3) Conducting market subdivision and sketching expanding objects. 4) Working out expenditure budget and sketching the draft of contract. 5) Expanding market. 6) Follow-up work towards sponsoring enterprise. 7) Assessing the effect of sponsorship after matches.6. The measures that response to the situation of college football commercial sponsorship in Guang Xi are that colleges should update their thought, and they should establish the reciprocal terrace between enterprises and administrative organization which is of the nature of operating. And colleges should formulate affordable and flexible sponsoring system so as to realize a win-win relation among college sport organization, sponsors, medium and intermediaries.