Large-scale Sporting Events The Unofficial Sponsor Sports Marketing Strategy

With the rapid development of economy and society ,sports is a increasing need for people,Sports increasingly goes into people's life. Sports marketing become a significant way of marketing. Sports marketing is a marketing activities to promote the enterprise'products and brands according to sports activities . Enterprises hope that the rich sports resource can construct a bridge of the emotions between enterprises and consumers,to promote enterprises and upgrade the enterprise brand image. Enterprises have many sports marketing ways, a common way is sports marketing which is around major sports event. However, major sports event for the sponsorship was the only and exclusive. Very few enterprises are able to obtain the qualifications. For those enterprises not be able to obtain a sponsor of major sports events,rich events resources is also a very rare opportunity of marketing for them. Therefore, many unofficial sponsors also actively involved.This article uses document information,logical analysis,balance analysis and the theory about economics and marketing, takes the unofficial sponsors'sports marketing in major sports events as the starting point of the study,carries out concept definition,motivation analysis and strategy research,and uses the SWOT analysis,points out the advantages, weaknesses, opportunities and threats about unofficial sponsors'sports marketing in major sports events.In addition,this article also selects some Chinese enterprises(unofficial sponsors)in the Beijing Olympic Games as the research object ,carries out case analysis,Summarizes the experience and lesson,gives some countermeasures and suggestions on how to carry on the sports marketing to the Enterprises in China (unofficial sponsors).At the same time,I hope some points in this article can coordinate the relationship between official sponsors and unofficial sponsors,make full use of these major sports'promotion function to economic and social development.This article is mainly analyzed from the following three part: First we define the concept ,marketing, sports marketing,large sporting events,large sports marketing. Secondly explain the characteristics of large sports marketing. The second part is main body. We first introduce large sports games sponsors of the concept and marketing unofficial status. Secondly points out why the unofficial sponsors like sports marketing. Thirdly, summarizes the unofficial sponsors'common sports marketing strategy. Finally, take the Chinese enterprises in Beijing Olympic Games for example ,analyze some unofficial sponsors of the marketing activities and strategies.The third part is the thinking of the unofficial sponsors'sports marketing in major sports events. According to unofficial sponsors'sports marketing. we use the SWOT analysis,point out its advantages, weaknesses, opportunities and threats. Giving some countermeasures and suggestions on how to carry on the sports marketing to the Enterprises in China (unofficial sponsors).