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当前体育赞助在高校发展迅速,掌握其规律有利于促进高校体育赞助的稳定发展,使得企业在高校的体育赞助商业行为规范化,为高校体育运动的发展注入新活力,开拓新空间。本文阐述了高校体育赞助的概念及其意义,然后分析了当前珠三角地区高校体育赞助发展概况,指出制约其持续健康发展的原因,最后提出针对性的措施和建议。
At present, the sports sponsorship is developing rapidly in colleges and universities. Grasping its laws helps to promote the steady development of college sports sponsorship, and standardizes the enterprises’ sponsorship of commercial activities in colleges and universities, infusing new vitality and opening up new space for the development of university sports. This article expounds the concept and significance of sports sponsorship in colleges and universities. Then it analyzes the general situation of PE sponsorship in colleges and universities in the Pearl River Delta, points out the reasons that constrain its sustainable and healthy development, and finally puts forward specific measures and suggestions.