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School of Economic and Management，Shanghai University of Sport，Shanghai，China
Introduction ：In recent years，3G technology has been developing rapidly in China with features of highspeed and convenience，which can be applied on various areas such as broadcasting and information management of sports event.The article analyzed the influence of 3G technology on sports event marketing based on the domestic and overseas environment.
Methods/ Methodology ：This article started from the literature review on the development of 3G technology，and then investigated its impact on people’s life and work by using comparative analysis.Finally，the article discussed the application of 3G technology on sport event marketing based on the interviews with event management expert.
Results ：3G technology can extend expand the event promotion ways，provide resources for event marketing.But the development of 3G technology has a greater autonomy of operation that has not formed a unified market norms yet，while the Government has failed its effective supervision，the 3G technology could easily lead to some negative effects like the confusion of event resources，impact on the existing pattern.This article will divide the impact of the 3G technology on event marketing into positive and negative aspects.
Positive ：（1）Enrich channels of sports event’s publicity.3G has a large customer and potential customer groups，the introduction of 3G technology can greatly improve the coverage of sports event promotion which can help to raise visibility for the events and lay a solid foundation for event marketing.（2）Broaden the audience of event.Compared to traditional media，3G technology is faster and more convenience，so that it makes the diversification of the game-watching.The cellphone broadcast provides with a newer，more excellent way of viewing game for 780 million people all over the China.（3）Enhance the event profits.3G technology provides sports event an important market trading resource，this new kind of broadcast carrier becomes the new revenue point of sports marketing.（4）Enrich the sponsors’benefits.The appearance of 3G technology make the sponsors benefits not only stay at original arena advertising and television advertising，but also have mobile broadcast and mobile advertising which will undoubtedly become a more skillful and more effective way to deliver the information of the sponsorship.（5）Increase the value-added services.3G can provide some valueadded products，such as MMS services，which can be upgraded to send event highlights videos to the phone users by 3G technology，to achieve the value-added of sports event.
Negative ：（1）The changes of sports event promotion pattern.The rise of 3G will change the traditional viewing model which mainly depends on TV and internet.With the mature growing of 3G，the gradual changing media market will obstruct the promotion of event marketing.（2）The influence on resource allocation pattern of the event，resulting in event marketing confusion.At present，China’s telecommunications regulatory body covering range is limited.There are no special laws or documents issued for 3G monitoring，and the event organizers doesn’t pay attention to 3G technology as well.In the 3G era，the interactive video technology will result in event video，event advertising and other resources spreading online unlawfully.
Discussion /Conclusion ：Based on this study，we can see 3G technology has a revolutionary impact on sports event marketing.The sports organizer should fully consider this impact.Not only considering it as a new form of copyright，but also understand the various functional roles in different departments.The 3G technology operator should take sports events into account，strive to understand all aspects of sports event which can combine with the 3G.They should also learn to take the advantage of event resource to make a joint development.