Abstract
The purpose of this study is to examine sports sponsorship to promote sporting events. Sports sponsorship is an equal and mutually beneficial combination between sports and enterprises. Sports sponsorship plays a positive role in the development of sports: it expands the financial resources of sports, releases the charm of sports, activates all kinds of competitions; satisfies people's viewing experiences and promotes mass sports; at the same time, it beautifies the corporate and brand image and improves the brand awareness and brand image of enterprises. To gain the wide goodwill and attention of the community. It creates a favorable environment for the survival and development of different enterprises. This paper discusses the origin and development of sports sponsorship through the literature analysis method analyzes the role of sports sponsorship in the sports industry and the benefits to the participating enterprises, as well as the development of countermeasures, and puts forward some suggestions on how to make sports sponsorship more effective.
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