Research On Chinese Marathon Sponsor

In 2014,the State Council Document 46 upgraded the nationwide fitness program to a national strategy and canceled the approval of commercial sports events,which means an unprecedented development opportunity for Chinese marathon.However,the development of Chinese marathon sponsorship market and sponsors are still at an early stage,which is not matched by the pace of development of the competition,leaving plenty of room for mining and research.This article utilized the methods of literature review,comparative analysis,field survey,mathematical statistics,expert interviews and logical analysis to elaborate the current development of marathon events in our country,analyzed sponsors status as well as its characteristics of Chinese marathon.Then we selected the China Marathon Grand Slam event market as a case study,and further compared the successful experience of the market development of the world's six major marathon events.We have gotten the following conclusions through these analyses.Supply is less than demand in the sponsorship market,and operating costs remain high;companies tend to sponsor sponsorship in kind,and the proportion of cash sponsorship declines;traditional rights and interests are thin,and equity returns are difficult to meet demand;marathon event sponsorship threshold is high,non-market factors have a significant impact;if the sponsorship system is exclusive,The brand cooperation has low continuation;the brand promotion form is simple,and there is less linkage with consumers;the markets in the first and second tier cities are active;the tier-3 cities and the following markets are pre-cooled;the sponsorship valuation system is incomplete,and the lack of sports brand managers.In view of these above problems,this paper proposes to Enhance the branding of events,open up the offline and online channels,take advantage of third-party platforms,make full use of exhibition effects,develop brand customization activities,integrate marketing superior resources,establish brand segmentation strategies,standardize sponsor brand selection,and regulate sponsorship system management.,Strictly enforce exclusivity in excavating events and brand cores;enrich brand promotion forms and promote deeper interactions with consumers;vigorously develop competition local enterprise resources and properly use government resources;explore quantitative sponsored valuation models and accelerate the cultivation of sports brand talents.It is hoped that this article will serve as a reference for the operation and sponsorship of market development and sponsorship management and scientific research for China Marathon events,and enrich the theoretical research system developed for the sponsored marathon market.