Abstract
The phenomenon of sponsorship of sports events has become a hot topic in the sports field. The exclusiveness and high risk of its sponsorship have caused the hidden market behavior of sports events to emerge one after another, seriously threatening the rights and interests of sponsors and other stakeholders. It can be regulated and governed in order to more effectively regulate and govern the implicit market behavior of sports events and clarify the value composition of sports events on which the implicit market behavior depends. This research uses the literature data method and logical analysis method to analyze specific cases and finds that the event value on which implicit market behavior depends is the value of the sports event itself, the driving or promotion value of the sports event, and the social evaluation value of the sports event. This divides the types of hidden market behavior into event element type, media resource type, and sponsorship competition type, and then proposes prevention and resolution strategies.
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