Research On Sponsorship Of Sponsors From Chinese Football Association Super League

Under the background of Chinese new era,the development of our sport industry is boosting,and the ability of public consumption significantly is upgrading.Chinese professional sports event,such as Chinese Football Association Super League,is under unprecedented opportunity for development and improvement.Sponsorship is considered as one of junction of sports and business.More and more organizations are paying more attention to sponsor professional sports event.This thesis will consider sponsorship of sponsors from Chinese Football Association Super League as study object,and from the angle of sponsors,analyzing and studying the sponsorship including setting up sponsorship objectives,selecting events to sponsor,sponsorship activation,evaluation on sponsorship.Through these analysis and study,this thesis will come up with some references and advices on sponsorship,set up and improve a system of sponsorship for sponsors on Chinese professional sports event.This thesis,going to utilize methods of literature reviews,interview survey and textual analysis,first,from rank,number,industry distribution of sponsors,sponsorship forms and sponsorship amount,will make a brief introduction on sponsors of Chinese Football Association Super League at the current stage.Second,sponsorship including setting up sponsorship objectives,selecting events to sponsor,sponsorship activation,evaluation on sponsorship will be analyzed and studied in detail.Third,by the analysis and study,thesis draw four conclusions that sponsorship objectives include popularity,brand influence and sale.There are four factors that value on event,compatibility of targeted consumers on both sides,of brand image,strategy plan on organization will make influence on selecting events to sponsor.Sponsors activate their own sponsorship rights mainly by advertisements,public welfare activities,activities based on theme and collaboration product.About evaluation on sponsorship,sponsors mostly evaluate its effect through brand exposure,public awareness and amount of sale.Finally,there are four suggestions provided by this thesis on sponsorship for sponsors on Chinese professional sports event.Firstly,a long and stable strategy of sponsorship should be set up.Secondly,evaluation on pre-event need boosting.Thirdly,more innovation on sponsorship activation should be carried out.