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随着现代传媒的产业化,体育名人的商业价值推动着媒体广告收入、企业产品销售和赛事商业赞助的提高,因此在商业战场上,体育名人、现代传媒、品牌厂家组成了强有力的合作联盟。体育运动与传播媒介之间互为助力的关系由来已久,在全民狂欢的体育运动中,现代传媒很容易找到引起受众关注的热点和卖点,而体育赛事和运动员也能借由传媒的高关注度提升名气。以奥林匹克运动会为例,每届奥运会都是全世界媒体聚焦的热点所在,金牌得主或精彩瞬间很容易成为媒体广泛报道的对象。媒体的推波助澜对于体育名人提升知名度起到了推动作用,而体育名人也为媒体带来了巨大的效益和影响。体育名人、体育组织和体育赛事等之间的结合宣传,使得商业信息得到充分传播。在这个过程中,体育名人的价
With the industrialization of modern media, the commercial value of sports celebrities promotes media advertising revenue, sales of corporate products and commercial sponsorship of events. Therefore, in the commercial battlefield, sports celebrities, modern media and brand manufacturers form a strong alliance of cooperation . The relationship between sports and media has long been a boon for each other. It is easy for the modern media to find the hot spots and selling points that attract the attention of the audience in sports for the whole country. Sports events and athletes are also able to draw attention from the media Degree to enhance fame. Take the Olympic Games as an example. Each Olympic Games is the focus of the media around the world. The gold medal winner or moment can easily become the target of extensive media coverage. The media fueling the popularity of sports celebrities has played a catalytic role, while sports celebrities also brought tremendous benefits and impact on the media. Sports celebrities, sports organizations and sports events between the combination of publicity, making the full dissemination of business information. In the process, the price of sports celebrities