Enterprise sponsorship has become an important financing channel and source of revenue for the sports events in China. Research indicated: buying naming rights, using right of title and billboards of event are the main ways to sponsor sports events. The important influence factors of sponsorship including: the specification, professionalism, authority and the number of audiences of cooperative media; the degree of attention paid to the competition by the government; the project features, level of competition, the holding time and operating condition of events; the economic strength, relevance of the product to sports, development planning of the enterprise. Suggestion: elaborately choose news media as the event's cooperative partner,increase the communication between government and enterprise, effectively maximize the dissemination of information of sponsor enterprise, protect the rights of the sponsor, provide better service and greater returns for the sponsor, create a good financial situation of sports events.%企业赞助已成为我国体育赛事的重要融资渠道和收入来源.研究显示:购买赛事冠名权和称号使用权、获取赛事广告牌是我国体育赛事赞助的主要方式.赛事合作媒体的规格、专业性、权威性、受众数量,政府对赛事的重视程度,赛事自身的项目特点、竞技水平、举办时间、运作状况以及企业自身的经济实力、产品同体育的关联度、企业的发展规划等对企业赞助行为具有重要影响.建议:体育赛事的运作应精心选择作为赛事宣传合作伙伴的新闻媒体,打造企业与政府有关部门进行交流沟通的优质平台,最大化有效传播赞助企业信息,切实保护企业赞助权益免受不法侵害,为赞助企业提供更好的服务和更大的回报,创造良好的赛事融资局面.
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