随着世界杯的举行和北京奥运会的临近,体育营销已成为国内企业营销中的常用词,也成为各媒体争相报道的焦点。1984年的洛杉矶奥运会上,金融家尤伯罗思提出,依靠出售电视转播权、收取广告费、出售纪念币和门票等方式广开奥运盈利财路,首次将商业操作引入奥运会的经营,实现赢利2亿 With the holding of the World Cup and the approaching of the Beijing Olympic Games, sports marketing has become a commonly used term in the marketing of domestic enterprises and has also become the focus of various media coverage. At 1984 Los Angeles Olympic Games, financier UBROS proposed to widen the profits of Olympic Games by selling TV rights, collecting advertising fees, selling commemorative coins and tickets, introducing the commercial operation for the first time into the operation of the Olympic Games and making profits 200000000