Research on the Co-Branding Strategy of Sports Event and Host City

Development of modern sports is always accompanied with the progress of society. Sports event, as an important part of the modern sports development, has made more and more important influence on the urban and national development. As the idea of city marketing is attracting significant attention from the government, the way of upgrading city image by holding international influential sports event is extremely popular. The paper summarizes the most recent theoretic achievement in the field of sports event image and city image, analyzes the characteristics and the mutual promotion relationship of sports event and host city from the perspective of co-branding. And then, drawing on the "corporate identity system (CIS)" theory, the paper seeks to find the methods of maximizing the co-branding effect from the three aspects of philosophy fitness, behavioral fitness, and visual fitness.