体育组织视角下的体育赞助管理研究

许多大型国际赛事其赞助金额及赞助的收益一次次屡创新高,已是全球奥林匹克运动会中仅次于电视转播权利金的第二大经费来源。作为体育赛事的主办机构,要想获得企业持续投资,应该对体育赛事本身进行良好的营销,认真做好赞助方面的管理、保障投资方的利益,是非常必要的。因此,从体育组织角度研究体育赞助的管理,达到多赢,成为一个重要的研究议题。

A Study on Sports Sponsorship Management from Sports Organizations Perspective

The sponsorship amount and revenue of many large international sports competitions create new high repeatedly,which is the second major funding sources of world the Olympic Games after the television TV rights fee. As the organizers of sports events,they should be good marketing for sporting events in order to obtain sustainable investment, and do a good job for sponsorship management and investor protection.Therefore,it is becoming an important research topic from the view of sports organizations to achieve win-win.