Corporate Sports Sponsorship Evaluation Study

With great development of the sports industry, the sports sponsorship as a useful communication method has come to our eyes. In 2004, the expenditure of business sponsorship was amount to $37.8 billion, and at least 80% of the amount was devoted to the sports sponsorship. According to the authorities, this figure will be up to $50 billion in 2006, which shows a great progress compared with $ 4.3 billion in 1990. As far as we know, the 2007 World Cup of Women Football, the 2008 Olympics and the 2010 Asian Games will be held in China, these games will present a good chance for Chinese corporate to implement a sports sponsorship as a strong marketing tool.A successful sports sponsorship will enhance corporate image, increase brand awareness, promote product and make communication with target consumers and employees. For this point, many companies spend a lot of money in sponsoring the sports. In a high competitive and changeful world, the sports sponsorship effectiveness is hard to know, so this paper tries to find out an available way to evaluate and manage the sports sponsorship.Through document, the analysis of logic and the theory systemetc, we take the sports sponsorship as a system to analyze the current situation of the evaluation methods on the effectiveness of sports sponsorship. By reviewing the history of the sports sponsorship, analyzing the study of sports sponsorship evaluation both domestic and foreign, and introducing a successful evaluation case of Amway sponsored the 2001 Women Billiard World Cup, a useful evaluation process on the effectiveness of sports sponsorship is presented by this thesis. We hope it will be helpful for Chinese corporate to implement the sports sponsorship in future.