Research On The Sponsors System Of CSL And CBA

Sport sponsorship is one of the key elements in the operation of professional sport leagues and clubs,the operation and revenue of sport sponsorship are directly related to the development of leagues and clubs.The formation of the Sponsors System is an important part of the sponsorship operation in the professional sport leagues.The Chinese Super League(CSL)and the Chinese Basketball Association(CBA)are the top two professional sport leagues in China,sponsor rights of CSL and CBA are all of high commercial value.Due to the inappropriate operation and unreasonable rights setting,some sponsor rights and resources have not been fully utilized.There's still many flaws in the operation of Sponsors System.The English Premier League and the National Basketball Association both have mature experiencing patterns in the operation of sponsorship,so they're worth learning for the CSL and the CBA.This research took the Sponsors Systems of CSL and CBA as the research objects,and applied the methods of literature,field investigation,case study,and logic analysis to expound the Sponsors System constructions and sponsor hierarchies in the above two major leagues,summarized and analyzed the existing problems.At the same time,this study also introduced the sponsorship operations of Premier League and NBA,to compare with the status quo of CSL and CBA,then proposed improvement measures for the further development of CSL and CBA sponsorship operations.Through the review of the status quo of the Sponsors System and the sponsor hierarchies of CSL and CBA,the following existing problems and causes are drawn:(1)The source of leagues and clubs' income is limited,resulting in overly powerful top sponsors;(2)Complex team names cause adverse effect to the development of club brands;(3)Using sole Equipment sponsors,but the interests of players and teams can not be guaranteed;(4)Undisciplined jersey advertising and waste of jersey advertising resources;(5)Incomplete club Sponsors System,due to lacking sponsor rights;Through the review of the status quo of the Sponsors System and the sponsor hierarchies of Premier League and NBA,the following conclusions are drawn:(1)The Premier League and its clubs all have clear hierarchies in their Sponsors Systems.The NBA and its clubs adopt a customized sponsorship operation mode;(2)The title sponsor of the Premier League has been cancelled,and there is no naming right at the club Sponsors System.There's no top sponsor in its true sense in NBA,whether in the league or the club circle;(3)The Premier League equipment sponsor right belongs to the clubs,the NBA's equipment sponsor right belongs to the league,the right of shoes belongs to NBA players;(4)Premier League and NBA opened new jersey advertising space,also they both are working to optimize the sponsor's category;(5)Most venues of Premier League and NBA are owned or operated by the clubs,and the homecourt title sponsor is an important hierarchy in the Sponsors System of clubs.In view of the existing problems and causes,combined with the advanced models of the English Premier League and the NBA,this article proposes the following improving measures for the Sponsors System of CSL and CBA:(1)Leagues and clubs should weaken the power of top sponsors in the Sponsors System and gradually cancel the title sponsorship;(2)Optimize cooperative terms with equipment sponsorship to protect the rights of clubs and players;(3)Make reasonable use of jersey advertising resources and standardize jersey advertising;(4)Develop more sponsor rights for the clubs and gradually establish a sound Sponsors System(5)Clubs to own and operate homecourt venues on their own,then develop venues sponsor rights like naming rights,to optimize the Sponsors System.