Research On The Evaluation Index System Of Sports Sponsorship Effect Based On Audience Perspective

Under the guidance of relevant policies issued by the state and provinces and cities,sports events at various levels in Shenzhen have developed rapidly.As the commercialization of sports events has gradually deepened,event sponsors have come into people's vision as an indispensable part.With the increase of funds invested by sponsors,the combination of events and sponsors has become closer,but the results have been mixed.Therefore,sports event sponsors have a very urgent need for the evaluation of sponsorship effectiveness.Based on this background,from the perspective of the audience,this study discussed in detail the factors that affect the sponsorship effect of sports events and related measurement methods.Based on consumer purchase decision theory and relationship marketing theory,this paper has formed the four indicator dimensions of this study,namely awareness,sponsorship consistency,perceived quality and purchase willingness,and constructed a sports sponsorship evaluation index system and adopted SPSS software conducted a confirmatory factor analysis of the evaluation indicators.Through screening indicators and establishing a factor structure,a sports sponsorship effect evaluation model was constructed based on the structural equation model method.Taking the audience of the CBA Basketball League Shenzhen Division as the research object,we measured the different sponsorship effects of the four different sponsors of China Life,Li Ning,Leopard Force and Kuaishou in this tournament,and tested the model in AMOS The stability and applicability have achieved the optimization of the model and completed the evaluation of the sponsorship effect of the current CBA basketball league.The research results show that China Life Insurance and Li Ning continue to explore the combination of themselves and events or sports in the long-term event sponsorship,forming a good audience recognition,and developing the audience experience in many aspects on site,with a high conversion rate of potentialconsumers,Yi has a higher purchase intention for the brand,so the sponsorship effect is more significant;and Kuaishou and Leopard Force are newly introduced sponsors this year,which are relatively weak in the audience 's cognitive level.Although they have a new combination with the event,the scene The audience experience is insufficient,the conversion rate of potential consumers is low,not enough to attract the audience to form a purchase intention,so the sponsorship effect is not significant.This study believes that in the sponsorship effect of sports events,combining marketing methods related to events or sports can have a greater impact on the sponsor's awareness;actively find the integration point with the event and leave a deep impression on the audience,And integrate the audience experience into the event,it is easier for the audience to accept,which translates into the willingness to buy sponsor products.This study considers the influencing factors of the sponsorship effect of sports events,and uses scientific and reasonable analysis methods to make the assessment of the sponsorship effect of sports events concrete and operational.Research,standardize the commercial development of sports events in China,and form a good atmosphere for sports sponsorship.