Author(s)

Di Fan

Corresponding Author

Di Fan

Abstract

Sponsorship provides a good platform for companies to promote themselves.  Through the empirical study on practical cases, this paper analyzes the importance of team values and brand benefits in sponsorship. It is found that companies suffered by financial crises attach more importance to profits and brand benefits; big, influential corporations tend to sponsor sports clubs with common values.

Keywords

Sport Sponsorship, Brand Awareness, Sports Teams