More and more enterprises are using sports sponsorship as a new marketing instrument, but people's understanding of sports sponsorship is just limited in the sponsor side.

体育赞助已经越来越成为企业的一种重要的营销手段，但人们对体育赞助营销的认识通常只局限于赞助方。

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Nigel Currie, director of sports marketing and sponsorship at the agency Brand Rapport, said sports sponsorship by drinks companies was "invaluable" in the current economic climate.

BBC: Person drinking

Larry Mann, a partner with Chicago-based sports marketing firm rEvolution, points out that pulling the likes of LeBron and Kobe from the national team would lower sponsorship revenue for USA Basketball.

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