| Sponsorship of sporting events is a mutual benefiting cause for enterprises or businesses and the organizers of sporting events. It is also a special form of marketing. With the establishment of a socialist market economy, rapid economic growth and development of higher education, new opportunities have been brought to the cause of sporting events sponsored by colleges and universities. College sports managers and competition organizers should update their concepts and establish marketing awareness to improve the level of college sports and expand a wide range of activities carried out by groups, through sponsoring sporting events, expanding financial resources and enhancing the vitality of sports competitions. Today, sports sponsorship has been successfully involved in professional sports and competitive sports activities to promote the rapid development of our country's sports cause and finally form an effective mechanism and mode of operation, which provide valuable experience for Chinese institutions of higher learning to open the market of sports sponsorship.College physical education is an important component of our country's higher education. And college sports events are a key method to promote college physical education. Our country's current investment in education in colleges and universities can not keep up with the pace of their own developments; therefore, many colleges are some out at elbows in educational financing, and the funding for college sports and sports competitions are not fully guaranteed. Then college sports have to be pushed to the market by such reality. In the current situation, in order to develop sustainably and stably, college sports have to seek support outside the financial system. Fortunately, the sports industrialization can provide a lot of successful experiences in this area. It is worthwhile for college sports sectors to consider many benefits brought by the sports sponsorship for the development of sports in our country. The sponsorship of sporting events of colleges and universities can not only solve the shortage of PE funds, but also improve the technical level of college sports teams, activating sports culture on campus, expanding foreign exchange and influence of colleges and universities. Combining with college sports enables enterprises earn more products or brands affinity, with the help of the great influence from college sports events. Eventually, it achieves the goal that consolidates existing consumers and maximizes the development of potential young consumers. Although the awareness for college sports sponsorship is strengthened, and also, it gets preliminary development and some achievements, there is a great gap between college sponsored sports activities and general sponsored sports activities, whether in scope and impact, or in marketing situation and operation level. At present, college sports sponsorship market in China is still imperfect, and the operation irregular. Moreover, thematic studies on theory of college sports sponsorship are still in lack. Colleges in Chongqing, for instance, there is almost no such thematic study. This essay will make study on the feasibility of sports sponsorship in Chongqing colleges, attempting to promote the development of their sports sponsorship.
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