Through a questionnaire survey of the main participants in the marathon event，it is found that the vast majority of respondents believe that the company’s active participation in marathon event sponsorship will increase their awareness of the company. If sponsors want to achieve this goal，they need to pay attention to the matching degree of sponsorship. Marathon participants believe that the top four companies most likely to sponsor the event are mineral water or beverage companies，sports equipment companies，automobile companies and sports shoes and clothing companies. The products of these companies fit the sports culture of the marathon very closely. These four elements are essential in a marathon. The survey also finds that there is a difference between the respondents’ subjective perceptions of event sponsors and actual sponsorship. This difference reflects the misallocation of resources between sponsors’ investment and sponsorship effects. Further improvement of sponsorship measures to obtain the greatest sponsorship effect is a concern for event organizers and event sponsors. And when taking corresponding sponsorship measures，we will continuously investigate and evaluate sponsorship effects to obtain feedback and achieve sponsorship goals.