文章介绍体育赞助的基本概念,举例说明企业赞助体育赛事具有盈利性、关联性、间接性、情感性、持久性、风险性等特征,指出赞助体育赛事可以提升品牌知名度和美誉度、增加企业经济效益、凸显企业实力、增加企业与其他社会团体的联系等。企业在赞助活动中若具备整体营销计划、选择适合的赞助对象和赞助形式、推出与赛事有关的创意广告、邀请参赛运动员做代言人,将更有利于企业树立品牌形象。 This paper introduces the basic concepts of sports sponsorship, and illustrates the characteristics of sponsored sports events such as profitability, relevance, indirectness, emotionality, persistence and risk. It points out that sponsoring sports events can enhance brand awareness and reputation and increase enterprise economy Efficiency, highlighting the strength of enterprises, increase business and other social groups and so on. Enterprises in the sponsorship activities with the overall marketing plan, select the appropriate sponsor and sponsor forms, launch of creative events related to advertising, inviting athletes to become spokespersons, will be more conducive to establish a corporate brand image.