| Commercial sponsorship has not only gradually become one of the most important sources of large-scale sports events,but also an important means for companies to emerge in market competition.As early as 2002,the sponsorship income of the Salt Lake City Winter Olympics was as high as 876 million US dollars,accounting for 55% of the total revenue of 1.6 billion US dollars.However,the cooperative relationship between sports events and sponsoring brands is not always stable.Even for the Olympic Games,there are companies with shorter sponsorship cycles.For example: Lenovo joined the TOP program in 2003 and chose to withdraw in 2008.A stable sponsorship partnership is undoubtedly very important for both the event and the sponsors.Foreign scholars have proved that in the long-term brand association,consumers can better remember the company’s brand image and stable and suitable sponsors.Can bring higher value enhancement to sports events.However,domestic and foreign literature has insufficient research on the periodicity and stability of the cooperation between sponsors and competitions.Both in academia and in practice,this is a problem worthy of attention and needs more in-depth research.Based on the literature review,it is found that domestic event sponsorship research also focuses on the short-term market response,and few studies the interaction between events and brands from a long-term perspective.This article selects the sponsor data of the Chinese Super League in the past ten years as the observation object.Chapter 3 first conducts a descriptive statistical analysis of the sponsorship process and sponsors of the Chinese Super League,and initially analyzes the basis of sponsorship cooperation and sponsorship motivation;in Chapter 4 It depicts the survival function and risk function graph,and quantitatively analyzes the survival law,risk period and median life span of the sponsors of the Super League.The study found that the sponsor cooperation cycle of the Chinese Super League was relatively stable in the early stage,but the survival rate of sponsors showed a downward trend over time,and found that the high risk point in the sponsorship cooperation cycle was after the third year.Based on the above-mentioned series of qualitative and quantitative results,finally discussed the influencing factors of the sports event sponsor’s cooperation cycle from the four aspects of policy factors,market factors,social factors,and matching factors,and put forward corresponding management recommendations for the influencing factors.This study makes up for the lack of research on the long-term sponsorship relationship in China.The innovative use of survival analysis in the field of sports sponsorship provides a new perspective for sports event sponsorship managers to manage the sponsorship relationship,and puts forward corresponding suggestions to promote the long-term development of sports sponsorship relationship. |
