体育营销中赞助品牌安全的保护与管理——以FIFA为例  

The Protection and Management of Sponsor Brand Safety in Sports Marketing--Take FIFA as an Example

作　　者：籍玉新[1] 王彦林 JI Yuxin;WANG Yanlin(School of Sports Health Technology,Jilin Sport University,Changchun,Jilin Province,130022 China)

机构地区：[1]吉林体育学院运动健康技术学院,吉林长春130022

出　　处：《当代体育科技》2020年第24期242-244,共3页Contemporary Sports Technology

摘　　要：本文运用文献资料法、案例分析法等,以FIFA为例,深入剖析体育营销中赞助品牌安全保护的现状、问题及产生的原因,提出设立专门的道德监督机构、完善体育赞助品牌安全保护的各项法规、赞助商加强自我保护意识,赛事组织方加强与媒体、政府三者相互合作,制定与时俱进的反伏击营销措施等保护策略,从而合理规避问题,降低赞助商的利益风险。Using the method of literature,case analysis,etc.,and taking FIFA as an example,this paper makes an in-depth analysis of the current situation,problems and causes of the security protection of sponsored brands in sports marketing,proposed special moral supervision institutions,improve the security protection of the laws and regulations,sponsor sports sponsorship brand strengthening ego to protect consciousness,and event organizers strengthen cooperation with the media and government,advancing with the times of ambush marketing measures and other protection strategy,so that avoid problems reasonablely,reduce the risk of the interests of the sponsors.

关 键 词：体育营销 体育赞助品牌安全 道德监督 伏击营销 

分 类 号：G80-05[文化科学—运动人体科学]