A Research On Brand Communication Of Sports Events

Sport as an important and special cultural phenomenon in human society, is closely related to human activities since it brings. There is not a cultural phenomenon being so wide that different nationalities, countries and people find free communication language in the global like sport. Behind such a large audience, do brand communication of sports events really finish surpassing its audiences? How to do by communication models and strategies? In view of the current insufficient study on brand communication of sports events, the paper has chosen this topic of study.The paper is composed of five parts. The introduction in chapter one describes the purpose and significance of this topic, and makes a brief introduction to the study method an innovations in this paper. The second chapter, first of all it is discussed the state of the widespread sports events influenced by brand, to correspond the various important elements of the brand with the sports events; then in the context of sports brand to a certain event explore its unique audiences. And by sociology meaning and as consumers, the author finds the multidimensional nature of audiences, which provide theoretical basis. In Chapter three, the content of brand communication for the sports events is composed of two aspects, the event itself and the events of the brand concept, and its cultural connotation is non-negligible, and in communication occurred during the interpersonal, group, mass communication, etc., are all added value for the brand chips. By the fourth, five chapters, analysis of the spreader and the mass communicator respectively during the brand communication for the sports events, and found its brand and communication strategy is as follows:firstly, making use of sports brands of natural advantages, melt in the commercial promotion of public welfare to form the propagation effects of mutually beneficial with sponsorship brand, the spreader promote more behaviour of commercialization in form of commonweal, so the public service advertising and public relations is widely accepted and practiced, and this does not prevent the surge in the brand value of sports events; Secondly, the extensive use of mass media, comprehensive news, advertising, public relations and other means of communication to integrate the brand communication. Mass media, whether traditional or new, is included in one event of media, through prior planning, careful scheduling and other forms of information programs with rich layers of different combinations to meet the needs of sub-groups. Finally, in the conclusions, the author summarizes theories and attempts to give some opinions on the future development of brand spread of sports events.Through the study, we find that it has two attributes, on one hand, sports events belonging to the public spiritual product; on the other hand, it is included to industrial areas, being a physical substance and participating in the market economy. Nevertheless, the promotion of sports events and mass communication for the brand is endowed with responsibilities and duties as sponsors responsible for maintaining the integrity of the sports events. The author wishes to put forward some inspirations to the related study.