China Sports Sponsorship Status And Assessment Of The Impact Assessment System

Sports Sponsorship has become one of the most important marketing tools, not only because of the great charisma in sport itself, but numerous facts have proved sports sponsorship could bring real benefits to sponsors as well, both tangible ones like products sales and intangible ones like image improvement. Thus, investment in practice and research of sports sponsorship has increased amazingly. But inconsistent with this situation, the evaluation has not received enough attention, especially in China, where sports sponsorship is mushrooming and the research and practice of sports sponsorship evaluation are still in their elementary phase.Through great amount of literature reading, expert interview, case study, logic analysis and other research methods, we found and discussed both the positive and negative sides of our current situation of the evaluation of sports sponsorship's effectiveness in China. The negative aspects are: low level of overall sponsorship evaluation, big disparity in different companies and events, lacks and flaws in evaluation content and methods; the positive aspects are: international advanced knowledge and practice are brought in by multi-national giants and research companies, growth of Chinese local companies helps the development of evaluation of sports sponsorship.We also proposed our own evaluation system for China's sports sponsorship effectiveness in four aspects: evaluation procedure, evaluation principles, evaluation content and evaluation methods. And we analyzed in details the methods of evaluation from sales evaluation, communication evaluation and other evaluation, such as evaluation of sales results, SEI, SPFS analysis, evaluation of the quantity and quality of media report, evaluation of consumers'awareness, recall and attitude and so on.In the end, I advance some suggestions on our evaluation of the effectiveness of sports sponsorship in China and hope this could arouse academic scholars to pay more attention to this field's research, and bring sponsors some illumination and deep thinking of sponsorship evaluation and finally assist them in the practice of their sports sponsorship in China.