Build and expand a brand in China through sport marketing

Abstract

Nowadays, the athletic sports are playing important roles in social life. Since the commercial market mechanisms are introduced into sports, the pure competitive sports no longer exist. Sports, especially modern sports, have huge impact to economy. First, sports itself has significant value and can be considered as commodity. Second, and the most important, sports can help boost the value of other commodities through sports marketing. Because of this commercial value, there are huge business opportunities in the sport marketing. Along with the popularization of the television and the development of broadcasting technology, the influence of sports has broken the limitation of time and space and has been widely spread to the whole world. In other hand, sport has a great influence on the community economy as well. This study tries to find out efficient ways for Chinese companies to build a strong brand through sport marketing.