Analysis Of The Influencing Factors On CBA Sponsorship The Study On Its Countermeasures

In 1995,CBA(China basketball association) has founded,In the course of development,we have to continue to inject fund and maintain a current cycle.Only in this way,we realize the purpose of basketball market-oriented.Therefore,it's very important for CBA to gain sponsor favor whether domestic or international.Currently,sport sponsorship market is full of competition in China.The football,volleyball,table tennis,and so on have been professionalized and market-oriented in our country.Meanwhile,the NBA,F1 race,and other famous sport swarmed into our country.So,Sport sponsorship market of our country oversupply.It belongs to a buyer's market,which sponsors are the main aspects of the conflict.Through literature methods,survey methods,comparison methods and so on,this article tries to research into the CBA sponsorship.Aimed at summing up successful experience and finging problems,we use multi-disciplinary knowledge of marketing,sport sponsorship, advertising,and sport sociology analyse the CBA sponsorship.Find the factor which affect the sponsorship invest the CBA and provid reference to enhance the competitive level of basketball in China and promote the sport of basketball market-oriented.According to the researches,we can come to conclusion as followed:1.Sports sponsorship is relatively poor in our countey.It had not arouse the enterprises and some relevant departments interest.Due to lack of the sport sponsorship policy and relative law,it's hard for the CBA to access to the sponsorship.2.Currently,the CBA sports agent is avery few.Most famous foreign agent companies manage the CBA business.In cooperation with the media,because the monopoly position,and the CBA not enough charm,resulted in the CBA team professional league club paid broadcast,so the television relay is relatively unstable in the CBA.3.The CBA has held 12 season.It made some achievements in sport sponsorship.Before the 2003-2004 season,The CBA adopt the title sponsor.Most of the sponsor were tobacco companies.In order to cultivate its own brand,the CBA adopt the "TOP" sponsor after 2004-2005 season.The number of sponsors increase year by year.But overall,the sponsors isn't stable.The CBA fixed sponsor group has not yet formed.4.For arouse sponsor interest,the CBA take some effective measures to improving the game quality,such as reform competition system, evolution of competition rules,introduction of foreign player aid,strengthen the training of coaches,strict demands to referees.5.With the development of The CBA,more and more people enjoy it.But compared with The NBA,the gap is still relatively large.Mainly manifested as followed:the game quality,the participation of the Media, the audience attention,season length and the stadium quality,and so on.In order to improve to the CBA sponsorship.I take a number of recommendations after analyse and consult with experts.