This study conducted a gap analysis (a study of differences between two groups) to compare major sport organizations with most of the commercial corporations for sponsorship applications in China. The study was undertaken with the possibility that Beijing would host the 2008 Olympic Games and that sport marketing and sport sponsorship would therefore increase in visibility in China over the next 7 years. The study yielded three major findings. First, the problems that emerged in sport marketing in China were identified as strategic issues. Second, a formidable philosophical gap separates...Read more
