| With the continuous development of sports, sports sponsorship also developed rapidly, many companies have invested in sports sponsorship. Sports sponsorship has its own advantages and also has a positive effect on the development of enterprises and the society. However, sports sponsorship has its inevitable limitations. This article addresses on sports sponsorship theories, sports sponsorship media communication systems, TV rebroadcast value assessment system, with special focus on2010’s events participated by the Chinese Men’s and Women’s Volleyball Team. The article aims to:1) Analysis the component and characteristics of the return value of volleyball TV rebroadcast sponsored by Adidas;2) Assessment of the2010’s events participated by the Chinese Men’s and Women’s Volleyball Team, using the TV rebroadcast value return assessment method;3) Analysis the results of the above assessment, provide suggestions on development of the return value of brand events for Chinese Volleyball Association, Adidas as well as other potential sponsors.The research will lead to a deeper understanding on the cooperation between Adidas and volleyball programme and will further increase the effectiveness of its operational strategies to enlarge bilateral benefit. In addition, the research will also provide a model and reference for potential sponsors either for volleyball or other sports programme. The research utilized following theory and methodologies:Literature Study, empirical approach and probability. Base on the six conclusions from the research, six suggestions are raised to further development of the sports sponsorship. |
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