随着北京申奥成功、中国国家足球队首次打入世界杯决赛圈等利好消息的出现，中国的体育热正在不断地升温。体育营销者（以体育赛事为活动载体的营销者、企业）意识到体育赛事是一座金矿，都想从体育赛事中分一杯羹，于是“淘金者”无所不用其极。结果，体育赞助项目越来越多， With Beijing's successful bid for the Olympic Games and the good news that the Chinese national football team first entered the World Cup finals, the sports heat in China is constantly warming. Sports marketers (marketers and corporations that sport sporting events) recognize that sporting events are a gold mine and want to take a slice of the sporting event, so “gold diggers” are at their fingertips. As a result, more and more sports sponsorship projects,