Analysis on the Commercial Endorsement of China Sports star

The present situation and properties of sports star advertising market are discussed, the problems and risk are analyzed. Meanwhile, some advice is given for the development of sports star advertising market. Sports star endorsements and business cooperation mechanism is not perfect, the two sides of the main values of awareness and enhanced brand and corporate image advertising endorsement in the structural and operational vacancy occurs, resulting in the interests of the two sides can not be the optimal mode of cooperation face on the market, thereby contributing to the good functioning of sports celebrities advertising market to better adapt to the requirements of the socialist market economic system has become China's sports theory and practice of research on new topics.