云南高校体育赛事赞助策略研究

A Study on Sponsorship Strategies for Sports Events in Yunnan Universities

摘要: 近年来，以高校为单位的体育赛事越发丰富，学生参与积极度高，赛事种类丰富，赛事观赏性强，但与此同时，高校赛事依赖于学校的免费场地以及校园资金，对社会上的赞助款项关注较少，导致赛事规模受限，赛事专业性不强，赛事知名度不高，赛事品牌效益低下的缺陷。云南地处我国西南边陲，近年来，体育赛事发展势头较好，但赛事赞助却并没有跟上赛事的步伐。本文运用文献综述法和逻辑推理法，对云南高校体育赛事赞助策略进行分析并提出建议。

Abstract: In recent years, the number of sports events in colleges and universities has become more and more abundant. Students have high participation, rich variety of events, and strong viewing of events. At the same time, college competitions rely on the free venues of schools and campus funds. The sponsorship payments are less concerned, resulting in limited race size, lack of professionalism, low popularity of the event, and low defect in the brand’s effectiveness. Yunnan is located on the southwestern border of China. In recent years, sports events have developed better, but the sponsorship of the events has not kept pace with the events. This paper uses the literature review method and the logical reasoning method to analyze the sponsorship strategies of college sports in Yunnan and offer suggestions.