Research on Marketing Strategy and Brand Building of Sports Events

Abstract

Sports event marketing is a crucial driving force for the advancement of the modern sports industry and a primary method for establishing sports brands. This paper delves into the essence and features of sports event marketing, thoroughly discussing the creation and execution of sports event marketing strategies, as well as the intrinsic connection between sports event marketing and sports brand establishment. By examining representative cases both domestically and internationally, it synthesizes successful practices in sports event marketing, proposing marketing strategies and brand-building approaches for sports events. These approaches leverage sports events as the platform, brand establishment as the objective, market demand as the compass, integrated marketing as the method, and innovation and progress as the catalyst. The paper argues that sports event marketing should be grounded in the broader context of sports industry development, concentrate on the fundamental aim of sports brand establishment, and employ a diverse range of marketing strategies and techniques to continually boost the brand value and market impact of sports events, thereby fostering the sustainable growth of the sports industry.