Benefit study of business cooperation in the sports sponsoring market

摘要

The sports sponsorship of sports market is in the scope of the market relationships study, and it is a relational market which is based on system of sports organizations, together with co-work and co-operation among the three roles also including corporate sponsors and the media. This article analysises the trend of sports sponsorship, purpose, commercial characteristic, commercial cooperation and facts of sports sponsorship, and discusses on sports sponsorship and commercial cooperation strategy to promote sports sponsorship so as to become the covering point of sports activities and commercial capital, which makes achieving the goal of sports and commercial win-win cooperation more easily.