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从营销传播的角度来看．企业赞助运动赛事作为与目标消费者沟通的平台．其实是“活动营销”或称之为“生活形态营销”的一种选择。企业整合资源．透过具有策划力与创意性的活动或事件．使之成为大众关心的话题．因而吸引媒体的报道与消费者的参与．进而达到提升企业形象及销售商品的目的．就是“活动营销”。活动营销是将营销活动策划为公众生活的一部分．让活动成为媒体有兴趣．而且和消费者有切身关系的话题。话题如果简洁明快．和诉求对象的生活形态或心理需求产生联结．同时使用消费者习惯的语言．就肯定可以拉近与消费者的心理距离．占领他们的心智资源。
From the perspective of marketing communication. Corporate sponsors sports events as a platform to communicate with targeted consumers. In fact, “event marketing” or call it “life form marketing” an option. Business integration resources. Through planning and creative activities or events. Make it a topic of public concern. Thus attracting the media coverage and consumer participation. And thus achieve the purpose of enhancing corporate image and sales of goods. Is the “event marketing.” Campaign Marketing is the planning of marketing activities as part of public life. Make the event an interesting medium. And consumers have a personal topic. If the topic is simple and neat. And appeals to the object of life or psychological needs of the link. While using the language of consumer habits. It can certainly narrow the psychological distance with consumers. Occupation of their mental resources.