Sponsors are an indispensable role in marathon events. From the perspective of sponsorship returns，this report takes Guangzhou Marathon runners and volunteers as the research objects and analyzes the professional data obtained from the questionnaire to illustrate the current situation of the Guangzhou Marathon sponsorship market with questions. The survey found that the current situation of the Guangzhou Marathon sponsorship market is better than the national average. Participants of the Guangzhou Marathon are characterized by being male-dominated and females becoming a new force. They are young，highly educated，and have relatively stable jobs. The Guangzhou Marathon participants believe that the companies most likely to sponsor the marathon are inconsistent with the actual situation. The research team puts forward the following suggestions：pay attention to the needs of female users，and sponsored products need to accurately match female runners；sponsored product image matching must be in place，and also functional matching；young people are the main force of the marathon，and sponsorship marketing should be younger；let sponsorship marketing “out of circle” first，and then “circle fans”.