Research Of The Benefits From Nike's Sponsorship Of Eight Universities' Sports Equipment

With the continuous development of the competitive sports performance industry and the rising level of people's living needs,the commercialization of sports events is becoming more and more intense.To leverage sponsorship of sports events as a special communication tool is popular among the corporate giants,so the evaluation of the effectiveness of sports sponsorship has become increasingly important.In recent years,many enterprises have been targeting the sponsorship of college sports teams.Whether enterprises can benefit from the sponsorship of college sports teams has also attracted the attention of the majority scholars.The main purpose is to study and improve the survey indicators of the effectiveness of corporate sponsorship of college sports equipment.The indicators develop a questionnaire to investigate the specific situation of the social and economic benefits of the sponsorship,so as to propose corresponding measures and recommendations.This is conducive to broaden the scope of this research on college sports sponsorship and provide a theoretical basis for subsequent scholars to conduct research in related fields.By analyzing the degree of achievement of the post-secondary goals of corporate sponsorship,it provides effective reference for sponsors to make better sponsorship decisions in the future,and provides an empirical basis for further deeper cooperation between sponsors.The structured interviews with executives and college leaders were conducted using the expert interview method.And the coaches,athletes and college students of college sports teams were also surveyed using the questionnaire method.The data collected were processed effectively using the SPSS software with descriptive statistics and matched sample t-test.The conclusions are as follows.(1)The latest Nike's sponsorship of regional colleges and universities has improved the economic efficiency of the enterprise.The overall sales volume of enterprises and the average sales growth rate of the sponsored area both slightly increase,while the various marketing channels are basically unchanged.The efficiency of enterprise sponsorship,the growth rate of new customers and the growth rate of profits also increase,while the ratio of sponsorship fees is basically unchanged.The growth rate of market share of enterprises,the proportion of market share of sponsored promotional products,and the ratio of sales growth of sponsored covered areas all rise.Among colleges' /universities' teachers and students,it formed a very good brand publicity benefits,and enhanced the willingness of teachers and students to buy,while it also increased the sales income of the enterprise.(2)After the recent Nike's sponsorship of universities in various regions,the enterprise significantly benefited from it in the universities,and many dimensions have been greatly improved.Nike brand awareness has a big boost while its brand culture is basically unchanged,and the other three dimensions improves as well.In terms of brand awareness,except for the Shanghai region,the other regions have larger increase.When it comes to brand loyalty,universities in the Wuhan region increases a lot,while other regions have smaller increase.In terms of brand culture,Beijing and Shanghai regional colleges and universities have remained basically unchanged,while other regions have seen some improvement.In both the brand quality trust dimension and the brand function trust dimension,Shanghai regional colleges and universities improved more,while other regions improved less.The company's reputation in higher education has increased significantly,and it is determined that the funding is very effective.(3)After the latest Nike's sponsorship of regional universities,the economic benefits of universities have increased significantly.Beijing regional universities rank the highest for sponsored companies and the highest total sponsorship costs.The economic benefits of Beijing's regional universities as a percentage of total sponsorship are the lowest among the four regions,but the economic benefits of their sponsorship are still the highest compared to the other three regional universities.Nike's economic benefits to the other three regional colleges and universities converge as a percentage of total sponsorship dollars.Among them,the Shanghai regional university is second only after the Beijing regional university in terms of economic benefits,while the Guangzhou and Wuhan regional universities result roughly equally.The four regional colleges and universities receive and invest most of the money every year through sponsorship into competitive sports,while only a significant fraction goes into mass sports.It has effectively made up for the shortfall in funding of higher education institutions and has been unanimously recognized by teachers and students,promoting the overall development of school sports.(4)After Nike sponsored the regional universities,the social benefit gap between the regional universities is obvious.There are significant gaps among the three dimensions: university sports organization and management capacity,the level of university sports development and the cultural impact of university sports.Among them,as for sports organization and leadership and the level of sports development of universities,Beijing region is leading,while Guangzhou is leading the sports cultural impact of universities ions.The two regions,Shanghai and Wuhan,are disadvantaged in these three social benefit variables,while the other two variables are slightly weaker in comparison,with no significant differences.(5)Achieve a win-win situation for both enterprises and universities.Nike social service consciousness,cooperation consciousness,popularity and reputation have been enhanced,while the overall quality of the enterprise and enterprise market competitiveness have been strengthened.Furthermore,the company image has been publicized,which has greater social impact and helps to increase its revenue and profit.For both college athletics,mass sports funding and others,this assists to increase the financial support which enriches campus culture as well.All these lead to a win-win situation between enterprises and colleges.