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今年,为了备战2008奥运,为国家队队员空出更多的时间集训,国内各大联赛纷纷做出了赛制削减的决定,以CBA(中国男子篮球职业联赛)为例,这个赛季,联赛几乎减少了三分之一。在联赛不断职业化的今天,赛事早已不再是孤立的,它是整个体育产业链中的一环,所谓牵一发而动全身,赛事的变动,必然影响到产业链上的另一环——联赛赞助商。赛制削减,赞助商的品牌曝光时间必然随之减少,制定好的传播计划突然被全盘打乱,这无异于遭遇一场危机。
This year, in order to prepare for the 2008 Olympic Games, the national team players vacated more time training, the major league have made the decision to cut the game system to CBA (Chinese Men’s Basketball League), for example, this season, the league almost reduced One third. In the continuous professional league today, the event has long been no longer isolated, it is part of the entire sports industry chain, the so-called lead the whole body, the event of change, will inevitably affect the other part of the industrial chain - - League sponsor. Competition system reduction, the sponsor’s brand exposure time will inevitably reduce the development of a good communication plan suddenly disrupted, it is tantamount to a crisis.