As an emerging domestic marathon event，Chengdu Marathon has attracted many domestic and foreign runners to participate with its unique event characteristics，urban charm and tourism and cultural resources. This report takes the participants and volunteers of the Chengdu Marathon as the research object. Through questionnaire survey and data analysis，we understand the basic situation of the participants and their subjective perception of sponsorship effects，and put forward suggestions for the development of the Chengdu Marathon sponsorship market. Participants of the Chengdu Marathon have a good understanding of sponsors，but participants’ subjective perceptions of sponsorship effects are different from the actual situation，and the actual investment of sponsors does not match the sponsorship effects received. Sponsors need to consider the matching degree of sponsorship and participate in the event through various methods to ensure the maximum sponsorship effect. Event organizers should accurately evaluate sponsorship effects，protect the rights of sponsors，expand sponsor sources based on actual sponsorship effects，improve sponsorship levels，and expand the sponsorship market.