Abstract: Based on the current research,aims at analyzing the effects of the competitive sponsorship on sponsoring sports events,which mainly focuses on the effects of the brand image of the enterprises.Through making a deconstruction of the research variables,this paper defines sports event sponsorship,brand image and the influence of competitive sponsorship on enterprise sports event sponsorship.Furthermore,taking differences of brand equity as the starting point,raises hypothesis and research methods,and discusses two questions in main which are influences of event sponsorship on enterprises' brand image and analyses of moderating role of different brand equity enterprise competition sponsorships behavior.The research findings are as follows:sports events sponsorship helps to raise the brand image of the companies;the competitive sponsorship between companies with low brands helps to promote the brand personality;the competitive sponsorship between companies helps to reduce the perception of the perceived value;and sports events sponsorship from the companies with low brands has a great effect on companies.