Elite versus grassroots sports events sponsorship in China: an exploration of sponsors’ motives and objectives

Qian Wang, Stéphan Fuchs, Guillaume Bodet
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Abstract

PurposeThis study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach to examine the sponsorship of elite and grassroots sports events in China.Design/methodology/approachThis study adopts a qualitative approach, employing semi-structured interviews with representatives of nine companies sponsoring elite and/or grassroots sports events in Western China. The data were analyzed through reflexive thematic analysis.FindingsIn China, sponsors are frequently driven to sponsor elite sport events by a sense of obligation and responsibility to the country, whereas their motives to sponsor grassroots sport events is primarily influenced by sincerity and goodwill. Chinese companies consider brand awareness, exposure and the relationship with the government and authorities as key factors for sponsorship, and use sponsorship to achieve market-related objectives.Originality/valueCompanies’ sponsorship motives and objectives have received significant attention in the literature, but mainly in Western countries. In the context of China, this study identifies how sponsors utilize social networks to shape their motives and objectives. It also reveals certain patterns common with the current literature, as well as specificities such as how the roles of the government and authorities are linked to the contingent economic and social context of the country. Furthermore, the differences between elite and grassroots sports events sponsorship are explained.
中国精英体育赛事赞助与草根体育赛事赞助:赞助商动机与目标探讨
目的 本研究结合体育、社会和文化背景,探讨中国体育赞助的动机和目标。本研究采用定性研究方法,对赞助中国西部精英和/或草根体育赛事的九家公司的代表进行了半结构化访谈。研究结果在中国,赞助商赞助精英体育赛事往往是出于对国家的义务和责任感,而赞助草根体育赛事的动机则主要受到诚意和善意的影响。中国企业将品牌知名度、曝光率以及与政府和主管部门的关系视为赞助的关键因素,并通过赞助来实现与市场相关的目标。在中国,本研究明确了赞助商如何利用社交网络来塑造其动机和目标。本研究还揭示了与当前文献相同的某些模式,以及一些特殊性,如政府和当局的角色如何与国家的经济和社会背景相联系。此外,还解释了精英体育赛事赞助与草根体育赛事赞助之间的差异。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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