体育赛事赞助的概念分析与界定  

Concept Analysis and Definition of Sports Event Sponsorship

作　　者：张颖慧[1] 姚芹[1] 李南筑[1] 

机构地区：[1]上海体育学院体育赛事研究中心,上海200438

出　　处：《上海体育学院学报》2010年第2期19-23,共5页Journal of Shanghai University of Sport

基　　金：上海市科学技术委员会重点科技攻关项目(072705130)

摘　　要：从赞助现象出发,在赞助概念文献分析的基础上,对赞助的本质特征进行研究,界定赞助及体育赛事赞助的概念。认为:赞助是指在特定的、具有显著公众影响的文化行业内,以获得标志联系权在内的物的交换(包括交易);体育赛事赞助是指在体育赛事活动中,以获得标志联系权在内的物的交换(包括交易)。Starting from the sponsorship phenomenon and on the basis of the literature review of sponsorship concepts, the present paper studied the intrinsic features of sponsorship and defined the concepts of sponsorship and sports sponsorship. It concluded that sponsorship is an exchange （including deals） of things including the fight to connect with logos in some particular culture industries with significant influence on public while sports event sponsorship is an exchange （including deals） of things including the fight to connect with event logos in sports events.

关 键 词：赞助 体育赛事赞助 赞助支持 赞助回报 概念 界定 

分 类 号：G80-05[文化科学—运动人体科学]