Sponsorship refers to the behavior that enterprises provide financial support to some sports, arts and social groups in order to achieve their own goals (get publicity effects). Sports sponsorship refers to the support provided by enterprises for sports events or sports teams in terms of funds, objects or related services.

In return, organizers or sports teams allow sponsors to enjoy certain rights (such as naming rights, logo use rights and franchise sales rights, etc.). ) or commercial promotion (such as advertising) for sponsors.

The essence of sponsorship is the exchange and cooperation of resources or interests between the two sides. Therefore, a successful sponsorship must be mutually beneficial, and it is also influenced by the legal market economy. Sponsorship is not just "selling advertisements" or "naming rights", but a deep cooperation between the two sides in redistributing resources.