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近年来,体育赛事赞助逐步进入高校,但高校体育赛事赞助活动的机制与运行仍处于萌芽状态,尚不完善。本文运用文献资料法,专家访谈法对高校体育赛事赞助的发展现状及对策进行了研究,研究发现高校体育赞助的政策法规不够完善,赞助商队伍不稳定,高校自身对赞助活动不够重视,对赞助商的宣传力度不够,为了更好的发挥高校体育赛事赞助的作用,促进赞助活动的正常运行,国家应不断完善相关的法规政策,同时,高校应与赞助商建立长期的合作机制,充分发挥对赞助商的宣传作用。
In recent years, the sponsorship of sports events has gradually entered colleges and universities. However, the mechanism and operation of sponsorship activities of sports events in colleges and universities are still in their infancy and not perfect. This paper studies the status quo and countermeasures of the sponsorship of sports events in colleges and universities by using the methods of literature review and expert interview. It finds that the policies and regulations of sports sponsorship in colleges and universities are not perfect enough, the sponsor team is not stable, colleges pay less attention to the sponsorship activities, In order to give full play to the role of college sports sponsorship and promote the normal operation of sponsorship activities, the state should continue to improve the relevant laws and regulations. At the same time, colleges and universities should establish long-term cooperation mechanisms with sponsors to give full play to Promotional role of sponsor.