Exploring Sponsorship Strategies for Sporting Goods Brands in China

The sponsorship strategy for investigating Chinese sportswear brands is well known and sponsorship plays an increasingly important role in sports income. Sports equipment brands such as Nike, Adidas, Hummer, etc. earn high revenue through high-profile sponsorship. "Attitudes towards sponsors are greatly influenced by sponsorship awareness and attitudes towards sponsors are the strongest predictors of purchasing willingness" (Rui Biscaia, Abel Correia, Antonio Fernando Rosado, 2013).

Currently, most companies that are actively engaged in sports sponsorship are multi-nationality not related to sports and world sports brands. The number of local sports brands participating in the sponsorship is still very small, which is a good opportunity for those who want to actively develop their business. Many companies are pursuing drift in relation to sports. However, a significant increase in Malaysia's sports sponsorship fund is obvious and this profitability may bring economic interests to some sports associations / organizations, but sponsorship of other sports organizations / organizations There is a clear gap between cricket. Despite the popularity of cricket in Malaysia and the world ranking of Malaysia cricket, Malaysia's association is increasing

Over the past five years, the sponsor industry has grown at a rate of 4-5% per year, and 70% of the total brand sponsorship in 2018 is expected to be used in sports. As the sports sponsor industry grows exponentially every year, it is now important to measure the return on investment (ROI) or target return (ROO) of a brand. It has always been difficult to measure and quantify the value sponsored by sponsorship. Although sponsorships are measured today, only the return on investment to traditional media formats (such as television and on-site ROI) is being measured. However, as social media and digital media are increasingly affecting sports, this approach can only provide a small portion of the overall impact of sponsored investment, the value of sponsorship is difficult I understand.