体育比赛以其竞技性、观赏性和游戏性的特点,成为最受关注的人类盛典之一;而体育本身,一直是活力、健康、勇气与激情的代名词。无论是体育赛事产生的注意力经济还是体育文化对品牌文化的渗透力,已使很多企业主深刻意识到体育营销对企业发展和品牌增值的魔力,“体育营销”也成为营 Sports competitions have become one of the most watched human events with their competitive, ornamental and game-like features. Sport itself has always been synonymous with vitality, health, courage and passion. Whether it is the attention economy generated by sports events or the infiltration of sports culture into the brand culture, many business owners have deeply realized the magic of sports marketing for enterprise development and brand value enhancement, and “sports marketing” has also become the