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Frontiers in Sport Research, 2022, 4(4); doi: 10.25236/FSR.2022.040406.

Research on the Selection of Sponsors of Winter Olympics Based on Factor Analysis


Chuhang Jiao, Zihan Yang, Ruihan Liu, Sicong Ma

Corresponding Author:
​Chuhang Jiao

School of Sport Economics and Management, Central University of Finance and Economics, Beijing, China


As the world's top sports event, the Winter Olympics has great commercial value. How to select sponsors is a topic worthy of study. Firstly, this paper uses questionnaires and other tools to select nine important factors that affect the selection of sponsors. Next, this paper uses SPSS software to extract three common factors from nine initial factors by factor analysis, in which "matching degree and external image factor" reflect the indexes of "product quality", "reputation degree" and "match degree" of the sponsoring enterprises; "Sponsorship history and popularity factor" reflects the sponsor's "sponsorship experience", "sponsored teams and athletes" and "popularity" indicators; "Economic factor" reflects the index of "annual profit growth rate" and "geometric average growth rate of 3-year cycle profit" of sponsoring enterprises. Through the results of factor analysis, we can get the bidding index system of sponsorship for the Winter Olympics. When selecting sponsors, Winter Olympics Organizing Committee can analyze and judge the matching degree and external image of sponsors, sponsorship history and popularity, and economic strength, and finally determine the sponsors of the Winter Olympics.


Winter Olympics, Factor analysis, Sponsor evaluation

Cite This Paper

Chuhang Jiao, Zihan Yang, Ruihan Liu, Sicong Ma. Research on the Selection of Sponsors of Winter Olympics Based on Factor Analysis. Frontiers in Sport Research (2022) Vol. 4, Issue 4: 31-34. https://doi.org/10.25236/FSR.2022.040406.


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