体育赞助刍论

A Preliminary Discussion on Sports Sponsorship

体育赞助是一种新兴的体育经济现象,论述了体育赞助的本质,探讨了赞助商投资体育赞助的动机,分析了体育赞助对于体育事业发展的积极影响和可能产生的负面作用,探讨了我国体育赞助的发展现状、存在的问题及对策,以期为我国体育赞助活动的健康发展提供有益的参考。

Sports sponsorship is a new phenomenon in the economics of sports. In this paper, the essential of sports sponsorship waselaborated, the motives of sports sponsorship were studied, and the positive and negative influences of sports sponsorship on the activ-ities of sports were analyzed. The current situation, existing problems of sports sponsorship in our country and their countermeasureswere discussed. So as to promote the healthy development of sports sponsorship in our country.