体育赞助营销的现状、风险与对策分析

Situations, Risks and Countermeasures:Analysis of Sports Sponsorship Marketing

体育赞助是企业通过现金或实物方式对体育项目(包括赛事、运动员、场馆等体育相关事物)提供支持,从而获得与体育项目直接关联的权利,它作为体育和经济的结合点,能促进体育和经济共同发展。与传统广告相比,体育赞助可以更直接、更经济、更有效地接触到特定的目标受众;它是一种非常灵活的传播工具,赞助商可利用的形式有合作伙伴、特许经营、授权销售、交叉销售、促销等;体育活动可以跨越文化障碍和地域障碍,有利于品牌的国际化扩张。

Sports sponsorship is the way of enterprises to provide support for sports items （including events, athletes, stadi- ums and other sports-related things） through cash or material objects, thereby obtaining a direct association with sports items related rights. As a point of integration of sport and commerce, sports sponsorship could promote sport and common economic development. Compared with traditional advertising, sports sponsorship can be more direct, more economical arid more effec- tive in reaching specific target audiences; it is a very flexible communication tools, sponsors can take advantage of the form of partnership, franchise, license sales, cross-selling, promotion and other forms; sports activity can transcend cultural barriers and geographical barriers, which is beneficial to the brand＇s international expansion.