This article takes the participants and volunteers of the Shanghai Marathon as the research object and analyzes the sponsorship market of the Shanghai Marathon through questionnaire data. The results showed that the gender ratio of contestants and volunteers was highly similar，with an average of 2.5：1. In the survey of age，people aged 18-30 accounted for the highest proportion，and they are the main consumer group. In the survey of participants’ academic qualifications，bachelor’s degree and above accounted for a relatively high proportion，indicating that the Shanghai Marathon participants have a higher level of education. Participants are mainly corporate managers，freelancers，civil servants，and teachers. Most of them have a stable income and have time to participate in sports and social activities. Not limited to the above-mentioned occupations，more than 5，000 people participated in the survey are distributed in all walks of life，reflecting the inclusiveness and breadth of marathon events，and helping sponsors to expand the scope of promotion. The top three companies that are most impressed by the sponsorship effects of the Shanghai Marathon participants and volunteers are mineral water or beverage companies，automobile companies，and sports equipment companies，which are more compatible with the current Shanghai Marathon sponsorship brands.