对赞助的运用,既可以成就一个品牌,也可能会导致品牌的衰败。赞助最主要的作用是建立品牌联想。但无论品牌与赞助项目的先天关联性多强,都不会与赞助项目自动建立关联在大型体育比赛中,作为赞助者的品牌商,有时甚至比场上的队员更关注赛况。因为,至少从财务角度上,比赛结果甚至比比赛过程给品牌商带来的影响更大。例如,在2014 The use of sponsorship, both to achieve a brand, may also lead to the decline of the brand. The main role of sponsorship is to build brand associations. But no matter how innately related brand and sponsorship programs are, there is no automatic association with sponsored programs. In large sport events, brands as sponsors sometimes even pay more attention to the game than field players. Because, at least from a financial point of view, the outcome of the race even more than the game process to the brand more impact. For example, in 2014