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Beijing Sport University，Beijing，China
Introduction ：The purpose of this study was to analyze the scientific and applicable effectiveness of the Evaluation System for Brand Communication Value of Sports Matches.Based upon the analysis on sport matches characteristics concerning sports events，sport communication，valuable factors and value index，this study tried to achieve several aims：firstly，it analyzed the communicating elements in Sport Matches Brand Communication Value System，the affecting factor on value，value indexes and the relationship among different indexes；Secondly，a kind of scientific Sport Matches Brand Communication Value Estimation System has been founded and widely applied in sports marketing field；Thirdly，based on the estimation result，this system has effectively guided sports marketing working，provided action strategy for sport matches organizers and sponsors，and effectively utilize its value.
Methods ：Targeted on sport matches holding in China，this study founded estimation system for sport communication value.Six kinds of researching methods were used，such as data analysis，questionnaire investigation，group investigation，case study，statistical analysis，demonstration method and expert judge method.
Results ：In general，this study achieved five conclusions as below：Firstly，the 7W brand communication model of sport matches supports theoretical base for this estimation system.Secondly，in this system，thirty-six kinds of factors，which can be contributed from six aspects，affect its communication value；accordingly，its value can be showed from thirty-nine indexes.These indexes，coming from different aspects such as sports event，sport matches，media，audience，zone and sport managing aspects，contribute to matches brand communicating value with different degrees.Thirdly，with scientific and estimating method，this system plays important role in sports marketing field.Based on the analysis of sports management，the reasonable working program was founded，which includes prophase investigation，communication with clients，analysis on project feasibility，data collection，value estimation，writing estimation paper，paper applying and feedback，and so on.Fourthly，this estimation system is considered，by sport experts groups，as a scientific tool for sports marketing，and it should be enhanced in practice，too.Fifthly，this system was widely applied on different sports matches with ideal effect：it provided strong supports for sports marketers and obtained wide attentions from both sport and media fields.With the overall analysis on the researching results，this study support concerning advice for sport marketing from six aspects.
Discussion/ Conclusion ：Based on this system，researchers made effective evaluation reports for matches，gave necessary guide in sports marketing，and were highly praised by organizers，marketers and sponsors in sports field.Application of this system showed that：Firstly，the Evaluation System for Brand Communication Value of Sports Matches was the creative research in sports field，with high scientific and applying value.Secondly，the indexes of the Evaluation System for Brand Communicational Value of Sports Matches are scientific and reasonable，the system need to be made more idealism through applying.Thirdly，the system can give vital support for matches marketing field，and is needed by concerning workers.Fourthly，the system give new creative thought for media field，it should be applied both in sports and media field.