| Along with the economic development and the rise of sports industry, sports sponsor has become an important means to build up business image and set up brands. The past few years witnessed the rapid development of sports sponsor. According to the statistics issued by the IEG (International Events Group), the amount of money involved has increased from 12.2 billion to 22 billion from the year 1995 to 2000. It increased for 16% per year, which was higher than that of advertisement and sales promotion. The Olympic Games and the World Cup has become the most influential sports event. At home, many league matches has also reached a high level, such as the National Game, CBA, CUBS, and so on.Whether the enterprises are able to reach their goals through sports sponsor? Is the funds invested in positive proportion to the profits? Scholars both home and abroad evaluate the effect from different angles and approaches. After making references to the previous researches and using college students as the subjects, the text evaluates the effect of spots sponsor from their purchasing intention. By doing questionnaire among audiences of CUBS in Xiamen Division, it illustrates how much the influence sports sponsor has on college students' purchasing intention. It also reveals the different purchasing intention that college students have based on different gender, education background, income, interests in sports and concerns on the match.This text uses SPSS 16.0 as analyzing tool and adopts analyzing methods as factor analysis, descriptive statistics, ANOVA, etc. It offers suggestions on sponsor strategies for enterprises and evidence for further theoretical researches.
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