The impact of government policies is particularly critical to the development of marathons in China. In recent years，to organize a marathon event in China，the administrative process of approval has been gradually simplified. The government is in transition and more non-government organizations are organizing more marathon events. The government’s management has also gradually improved，and the rating standards have become more standardized，which has promoted marathon events to become formalized. Given these policy changes，sponsors of marathon events will become localized with their unique characteristics，the event organizers and sponsors will be deeply intertwined. The spillover effect sponsor exhibitions will become more significant. Chinese marathon events are featured by close cooperation with financial institutions and local characteristics. Moreover，in the context of frequent public emergencies，government policy makers will have a significant and often unexpected impact on marathon sponsors，which needs to be taken seriously by sponsors.