Through a case of Samsung sponsor Bangkok Asia Games and Sydney Olympic Games,it draws the conclusion that sport sponsors should activate the sponsorship so that they can achieve the maximum effects of Sport Sponsorship.

• 并以三星为例研究其在曼谷亚运会和悉尼奥运会中的活化活动,最后指出体育赞助者应围绕体育赞助效益的4个方面,开展赞助活化才能使体育赞助效益最大化。