Shanghai Youth Sporting Events, Commercial Development

With the reform and opening up policy and development of the socialist market economy, the market environment is becoming more mature. In 2002, Shanghai Municipal Party Committee and Shanghai Municipal Government promulgated the "Decision on Shanghai to speeding up the development of sports", which crucially elaborated on developing the sports industry vigorously, and encouraging social forces to sponsor the industry. The market of sports competition and performance in Shanghai is an important part of the industry and professional sports is in the heart of it while youth sports is also a significant component. But in Shanghai, the commercial exploitation of youth sports events is basically a blind spot currently. Therefore, the key threshold of this research is to analyze the implied business opportunities in youth sports event and identify the main constraints of business development on youth sports events in Shanghai, combining with the status quo of it at the present stage.In this paper, researches are made on the basis of the theories of Sports Science, Management, Marketing, etc. Combined with the current situation of Shanghai youth sports events, the author interviews the sports authorities, associations, events management center, sports agencies, corporate sponsors, etc. Taking the business elements in Shanghai youth swimming events as an example, research methods of documents references, investigation and statistics are applied to the paper, in which 6 fields, i.e., events naming rights, sponsorship commercials, ticketing, franchise suppliers, logistics and media are deeply studied and analyzed in order to find out the main constraints of the business development on youth sports events in Shanghai. On this basis, solutions are proposed to cultivate and exploit the market of youth sports competition and performance in Shanghai so as to provide a reference for the sports authorities of Shanghai.The main conclusions on this study are:1.Business elements of the youth sports event in Shanghai have not been effective. The internal and external environment of the youth sports event in Shanghai is relatively mature.2.The projects should be combined with the characteristics of youth-related events and deeply exploit the commercial events.3.The authorities should take multi-dimensional measures for youth sports event in Shanghai to provide a good environment for commercial development.4.Sports organizations should strengthen their constructions on the teams and reinforce the cooperation with the agencies.5.Corporate sponsors should focus on long-term interests to cultivate their future loyal customers and enhance the sponsorship participation.