The Beijing Marathon began to be held in 1981 and has developed into one of the sports events with international influence. This paper studies the sponsorship market of Beijing Marathon by using the methods of literature，questionnaire and mathematical statistics. The results show that 95% of marathon runners are under 40 years old，and 5% are over 40 years old；Most of the participants are keen on the full and half marathon events，and the popularity is relatively low for the short distance 10 km，mini or other types of marathon. In terms of educational level，most of the athletes who participated in the Beijing Marathon have high school and undergraduate education，while the number of junior high school including below and graduate education is relatively small. In terms of motivation，most of the participants participate in the Beijing Marathon to challenge themselves，test their ability，experience the competition and gain honor. In terms of the occupation of the contestants，the top management personnel of enterprises and institutions/companies account for 22%. In terms of the number of times of participating in the marathon，the number of people who have participated in two marathons accounts for the highest proportion（34.29%）. In terms of the income of the contestants，the highest proportion of the participants with monthly income of 5000-8000 yuan accounts for 25.60%. From the perspective of the competitors of Beijing Marathon，most of the sponsors’ industries are located in mineral water，drinks，cars，bicycles and other means of transportation，sports equipment，insurance companies and sports shoes and hats，which are directly related to the event，and can provide direct material and spiritual services for the competition；the contestants（more than 80%）think that the enterprises can strengthen the recognition and favor of the enterprises through some behaviors and measures. The proportion of volunteers aged 18-30 in Beijing Marathon is 69.40%. The occupation distribution of volunteers is concentrated in students，civil servants，private business owners and other personnel. From the perspective of controlling time，these professionals are more likely to spend their time freely，which meets the service requirements of volunteers.