The Research Of Brand Establishment Of Sports Events

With the sport's enhancement of popularity in the world and the steady development of the industry,sports events is becoming more and more eye-catching. An effective channel when the questions how to attract more audience into the competitive sports events and improve the sports level are considered is that we should apply to establish unique brand of sports event which is available to convert people's temporary concerns and passion to a kind of long-run support of the event.Nowadays most of the sports events held in China has focused on the marketing strategy. Correspondingly, few of them has turned their eyes to the brand planting though the sports events has increased dramatically in quantity. Along with the fierce competition and fast development of the sports industry, it's inevitable to innovate and upgrade the strategy to survive. From the author's viewpoint, the carrying out of sustainable development based on the brand strategy and sports events brand establishment can never be emphasized too much here. The paper has focused to analyze the significance and possibility of the brand establishment of sports events.Xiamen International Marethon has already achieve remarkably based upon brand planting and brand establishment since its inception in 2003 .The documentary analysis, case study, combination of theory and practice and other belongings are used from the angle of brand establishment in the paper to research the following statements: the origin and development of Marathon and its track in China, the history ,current situation and future of Xiamen International Marathon in term of brand positioning, brand identity, core competitiveness and communication. Especially, the research of the above four aspects will result to the unique characteristic description and method of brand establishment of sporting events ground on the case of Xiamen International Marathon.