中国马拉松产业发展报告（2019～2020）
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中文摘要
发展至今，中国马拉松赞助市场有以下特点。第一，细分赛事越来越受到赞助商的青睐；第二，汽车企业成为马拉松赞助市场的主力军；第三，拥有悠久历史的马拉松赛事往往更容易获得赞助商的赞助。马拉松赞助市场发展趋势：赞助企业中经济发达地区企业将继续占较大比例，北京、广东和福建等地的企业在中国马拉松赞助市场中扮演着重要的角色；赞助商与赛事结合将越来越紧密，国内马拉松赞助商逐渐本地化。
从马拉松赛事赞助市场评价指标分数及排名可以看出，较为成熟的赞助市场投入也较多，已经显现出某种饱和的状况，对其加大投入的赞助效果不是很好。而由于新兴的马拉松赞助市场发展潜力较大，离赞助市场饱和还有差距，因而赞助商若对其投资，将会产生较好的效果。
调查发现，被调查者对赛事赞助商的认知与实际赞助状况之间存在差异，这种差异反映出赞助商投入和赞助效果之间的资源错配。被调查者对赞助企业印象最深刻的前三类企业为矿泉水或饮料企业、运动装备企业、汽车企业，这与目前上海马拉松的赞助品牌较匹配。马拉松参与者对广州马拉松赞助市场的认知与整体数据的情况相若，且作为国内优秀的“双金”马拉松赛事，广州马拉松赞助市场现状要好于全国平均水平。成都马拉松赞助市场调查显示，参与者对赞助商的主观认知与实际赞助情况存在差异，赞助商实际投入与得到的赞助效果不匹配。赞助企业要想通过较少的赞助投入获得最好的赞助效果，在选择赛事时就必须考虑赞助匹配度，并在赞助过程中通过各种方式和途径深入参与赛事。同时，赛事主办方也应尽可能准确地评价赞助效果，保障赞助商的权益，这样不仅能与企业开展长期稳定的合作，还能根据实际赞助效果拓展赞助商来源，完善赞助层级，扩大赞助市场。
展望2021年，中国马拉松赞助市场还有很大的潜力值得挖掘，愿意通过马拉松赛事进行市场营销的企业将越来越多，完善赞助措施以获得最好的赞助效果将是赛事主办方和赞助企业需要关注的问题。总之，2021年对于拟参与赞助马拉松赛事的企业来说将是机遇与挑战并存的一年。
值得一提的是，《中国马拉松产业发展报告（2019～2020）：马拉松赞助市场指数评价分析》首次推出马拉松赛事赞助市场评价模型及指标体系，构建了赞助市场状况、赛事价值、赞助效果一级指标，并围绕马拉松赛事赞助市场给出评价模型。该评价模型及指标体系的搭建，或将推动中国马拉松产业的发展。
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