Abstract: The National Games is the largest_scale,highest_level and a comprehensive game in China,exploiting the sponsors market potentials becomes more important and has been a key factor of creating economic benefits for it.By using the data of sponsors market of the 11th National Games,this paper analyzes the current situation of sponsors market and characteristics of market operation.Secondly,basing on a questionnaire survey of 1819 consumers,it makes a deep research and measures the sponsorship value including the quality of tournament,the familiarity of tournament,the brand image of tournament and the target marketing of tournament.Finally,on the basis of above studies,the research discusses the development strategies of sponsors market of National Games from the view of the consumer awareness realizing of sponsorship value,proposes a model of sponsors platform support which includes a model of brand support and a model of market support,erecting the idea of creating sponsors demand.