Abstract
With the rapid development of the global sports industry and the rapid promotion of the global economy, sports marketing brings more and more considerable benefits to the event enterprises. And sports communication plays an increasingly obvious role in expanding the influence of large-scale events. More and more large-scale sports events, including the Olympic Games, seek to maximize the comprehensive benefits through a combination of these two methods by sports marketing communication. From the perspective of cultural marketing, this paper analyzes the characteristics and interactive relations of the five main bodies of sports marketing communication—sports organizations, media, sponsors, audiences/consumers and intermediary companies, and explores the sports marketing communication mode of the 2022 Beijing winter Olympic Games.
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