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School of Economic and Management，Shanghai University of Sport，Shanghai，China
Introduction ：Nowadays，mega-event sponsorship has been considered as an important marketing channel by increasing companies to communicate with their target audience，however，the objectives of sponsorship may differ based on the diversity of the information which sponsor wants to deliver through the event.From the perspective of companies and their demands，the paper conducted empirical research on the effectiveness of Chinese mega-event sponsorship，identified the most significant factors，which are crucial to accomplish the sponsor’s objectives，and then provided reference and suggestion for the corporate decision making process.
Methods ：The research started from methodology of factor analysis to classify the influencers that affect sponsors’objectives into different factors（categories）.Thereafter，multiple linear regression model was used to summarize the relationship between different factors（awareness，image and sales）and overall satisfaction of companies on the mega-event sponsorship in China.Finally，the research investigated the correlations between individual factor and its relevant influencers.
Results ：From list1and list2 the sample is suitable for factor analysis，and the factors and sponsors’overall satisfaction are highly relative.
List 1 KMO and Bartlett’s Test
List 2 Model Summary and F Test
Based on the test before，the results of empirical research mainly from list3：
List 3 Empirical Evidence of Sponsorship Evaluation
Discussion /Conclusion ：The implication of the research is to provide assistance for company to make decision on event sponsorship as well as to identify the most important resources and benefits during sponsorship negotiation and implementation.For those who pursue to raise awareness through mega-event sponsorship should focus on broadcast TV，participating celebrities，and audience.However，the fit and match of image，promotion，interactivity between company and event would be extremely important for the brand image oriented companies.In addition，it is quite crucial for the company to explore opportunities of realizing indirect sales，accessing to customer database and developing business relationship to achieve sales objective.The paper also found enhancing the brand image has remained the main objective for mega-event sponsorship，which is integrated into corporate marketing activities as an effective communication means with target market in China.