Study On The Impact Of Sports Sponsorship On Brand Value Of Enterprises

The 21 st century is the key of brand victory.Consumers’ brand consumption consciousness in China is becoming stronger and stronger.With the continuous development of social economy,more and more brands are deeply rooted in consumers’ minds and influence consumers’ consumption concepts.The brand with a long history and good reputation is expanding in the recognition of consumers,and it also brings huge profits to enterprises.Sports sponsorship can help enterprises create higher brand value.At present,the use of sports marketing to improve brand value is the marketing means of most enterprises.According to the data,Chinese consumers’ attention to sports events ranks first in the world.When enterprises spend advertising expenses to improve their brand awareness,the average cost of advertising is 150 million yuan per 1% increase in brand awareness.However,enterprises spend the same amount of money to improve brand awareness by sponsoring large-scale international sports events,and the effect is much higher than that of traditional marketing methods.Therefore,through sports sponsorship marketing to shape the brand value of enterprises is a more effective and efficient marketing method.By using the methods of documentation,logical analysis and case grammar,this paper puts forward the influencing factors of sports sponsorship marketing on shaping enterprise brand successively.That is,sponsors,media propaganda,sponsorship duration,audience involvement and joint sponsorship and parasitic marketing which lead to risk.Then,from the perspective of integrated marketing communication,the internal mechanism of corporate sponsorship of sports events is analyzed.Understanding the main reasons for domestic enterprises to participate in sponsorship,finding out the main problems,and then putting forward the principles of strategic,consistent,innovative and operational sponsorship of sports events to formulate reasonable strategies,and dividing the strategies into three levels of decision-making,selection and implementation,and putting forward specific objectives,operational methods and corresponding programs at all levels.Finally,through the case analysis and Empirical Study of "CBA League Sponsorship",the paper verifies that the influencing factors have a greater impact on shaping sports brand through sports sponsorshipmarketing.According to the research conclusion and the current situation of sports marketing in China,this paper puts forward some suggestions for enterprises to shape brand value through sports sponsorship.