The Empirical Analysis in Predicting the Effectiveness of Sponsorship from the Composition of Attitude —Taking the Sponsorship to the Asian Games Hosted in Guangzhou from China Sports Brand as an Example

Taking the China sports brand sponsoring the Guangzhou Asian Games as research object,the aim of measuring the three kinds of attitude from population,such as the attitude to and the participation in the game events and the reliance on the sponsorship to game event,to predict the results of sponsorship which include the impression,the public praise of the sponsor,and desire to buy the products of them.The results of regression analysis show that we can predict the desire according to the attitude and the reliance,the public praise and impression according to the reliance.It confirms that the reliance on the sponsorship gets an important role in predicting the results of sponsorship.