From the point of sports marketing, sports brands are symbols of sports commodities and unique selling points represented by differentiation, it is a consumption feeling in consumers. It is element such as a name, term, symbol, mark or combination of them.

Sports brand includes five sectors such as Olympics, news, sponsor brand of Olympics, Olympics brand and sports.

Sports brand is established by enterprises and consumers. The information of the production of certain product by the enterprise is delivered to consumers, and this information generates awareness of the product in consumers after their demand is satisfied. Thus, a benign relationship is established between the brand and its consumers, and a consumption loyalty is formed.  In the meanwhile, after testing by consumers, a brand needs to constantly improve itself in the later longstanding business operation to form its unique ‘brand culture’ and finally the brand.

As one type of brand, sports brand focuses on tacking the introduction of domestic and oversea well-known sports brand and the development of brand, which bears great learning significance for the brand sector.

Sports brand mainly includes the following categories: core sports industry brands, sports match brand, sports athletes brand, sports supporting industry brand and sports products.

There are three major issues in this country’s sports brands: low technology content with too many companies, the R&D is in a ‘imitation with compatibility’ phase, lack of professional achievement in sport sector. The sports products in China are lack of brand culture. The maturity level of the market is low with irregular industry competition. Only with these three major issues being solved, China sport brand can grow healthily and sturdily.