In recent years, with our country’s higher education reform efforts continue to increase, as well as our country college sports sponsorship in the rise and development of the market, many universities began to seek for college sports sponsorship to solve under the conditions of market economy sports events such as shortage of funds for activities of the problem, but our province university sports sponsorship market is still at the beginning, at present, the shan dong province university sports sponsorship market are not perfect, and college sports sponsorship is still in the operation is not standard, college sports sponsorship of specific theory study also relatively for defects. In this paper, the research methods of main literature, questionnaire and mathematical statistics, expert interview method and logic analysis method of the research methods. Through to the present situation of shan dong province university sports events questionnaire survey and research method combined with understanding the following content:(1) the Shandong province university sports’s basic situation,(2) the Shandong province university sports sponsorship basic situation and sponsorship present situation,(3) the shan dong province university sports sponsorship problems existed. In understanding the basis of the above content, through a large number of documents in the questionnaire of reading and statistical data, and find out the restricted factors of Shandong province university sponsored events, including praise enterprises, universities and other organization constraints, according to a varietyof factors restricting the find feasible solution, and sums up the university sports events in our province sponsored strategy.This article through to the shandong province university sports sponsorship of investigation, n view of the sports events in the shandong province university sponsored the operation situation of shandong university sports sponsorship of restricting factors are analyzed, and some of the shandong province university sports sponsorship of the work related strategy. Hope that the research in this paper is make the enterprise sponsors and shandong province university can re-examine sponsorship of college sports events development role, pay attention to the development and promotion of the development of college sports events in shandong province, shandong province university for in developing the sports sponsorship for reference when, at the same time also can realize the sports eventually lead to provide important reference for the professional.