Exploring Sponsorship Strategies for Sporting Goods Brands in ChinaIntroductionAs is known, nowadays sponsorship takes an increasingly important role in revenue sports. The situation is that sporting goods brands, including Nike, Adidas and Puma, enjoy high returns thanks to high-level sponsorship. “Attitude towards both sponsors is significantly influenced by awareness of the sponsorship, while attitude towards the sponsor was the strongest predictor of purchase intentions” (Rui Biscaia, Abel Correia and Antonio Fernando Rosado, 2013). In China, however, the situation is very different. In the past, most competitions depended on government funding; Now, however, an increasing number of commercial competitions are organized by private individuals to meet growing public demand, but private companies have always lacked the expertise to seek, collaborate and profit from sponsorships. (QUE Jian, TAN Ling, 2005) This is a good opportunity for Chinese private companies, especially sporting goods brands that are closely related to sports games, to expand influence and popularity. Therefore, the purpose of this study is to present feasible strategies for sporting goods brands in China to obtain satisfactory sponsorships in China. Studies on sports sponsorship in the United States are needed for this research, as the American sports market is the most prosperous in the world. Some classic and more recent works include those of Rui Biscaia, Abel Correia and Antonio Fernando Rosado, (2013). They emphasized the importance of looking at actual sponsors. Furthermore, a survey is an appropriate way to gather initial information on the situation of the Chinese sponsorship market. In this process, it helps… half of the paper… not to be so persuasive and apt. Third, the data collected may not be representative of all sports fans globally, as most participants come from the same country. Given this, the gap between the US and China could also add disadvantages to the strategy. In the future, it will be a good opportunity for Chinese sporting goods brands to continue to bring change in their industries. Sporting goods companies need to manage inventory through online sales as soon as possible, then build a new exclusive and high-end brand and make a corresponding increase in design and quality, then enter an undeveloped, pan-outdoor market, to completely become a top-tier brand. final brand to generate revenue in the future. Brands also need to know their audience and constantly innovate to meet consumers' evolving tastes. A brand that increases prices must make a corresponding increase in quality.