wen|xuebaocaijingshe gaoyue

shigeliangnianduo，zhongxincansaidemalasongpaozhezhuangshumin（huaming）gen4.9wanrenyiqi，zhanzaizhengkaiguojimalasongdesaidaoshang。jingtousaoguo，taxiaozhehuishouzhiyi。

henkuai，texiejingtouzhuanxiangxuanshouxiongqiandehaomabu，shangmianyinzhe“feihenaifen”。congzhuxitaibeijingban、longmenjiaguanggaowei，daojianluchudelizhu，zheisigezijihuwuchubuzai。

gengduodepinpailogoyongrujingtou。tiemagelilanshangguazhe361duheruiheyiliaodehengfu，bujizhanyigegelvsezhangpengli，lizhechengpaideyibaohetiezhe“chenshiyangguang”tiezhidexiangjiao。42gonglizhiwaidezhongdianchu，haiyoufangbianmianpinpaibaixiangqiehuangdehuangseshichizhanwei。

zuoweizhongxibudiquguimozuidademalasongsaishi，qijinyijuban16jiedezhengkaimalasongxiyinlechaoguoshijiazanzhushang。dansaishitiyanyebeitucaobuduan：linshigenggailuxian、gonghuobujishi、bujizhanquefajiangwenyaowu、baiduchehunluan、renliuyongdu……

zhengzaifeitengdemalasong，pinpaiqiangzuozanzhushang，zhangnengsuandeqingma？

每个Logo背后，都标好了价格

“zhiyaonengzhongqian，shentinengshoudele，meitiandouyoumalasongkeyipao。”zhuangshumingaosuxuebaocaijingshe，“xianzaidemalasongbisaishuliangtaiduole”。

ju《2023zhongguolupaosaishilanpishu》，qunianguoneigongjubanle622changrenzhengdemalasongsaishi，pingjunxialaiyitianjiuyoujinliangchang。

malasongsaishiyefensanliujiudeng。2023nian，guoneibeishijietianlianguanwangshouludebiaopaisaishizhiyou64chang，zhanbizhiyou10.3%，qizhongyoufenweibaijinbiao、jinbiao、jingyingbiaohebiaopaisigedengji。baijinbiaoyoushamenmalasongheshanghaimalasong，jinbiaozebaokuowuxi、zhongqing、lanzhouheshenzhendengdide12changsaishi。

renaoyudicengdedaduoshuwuguan。

duoniancongshitiyuyingxiaodeguanshuai（huaming）toulu，henduoerxianyixiachengshidemalasongbisai，youyucansairenshushao，zanzhushangdeshulianghuibijiaoshao，dingjiayehuipiandi，“youshihaihuiyinweicansairenshubugou，zhaobudaozanzhushangerbeipoquxiao”。

danzhanzaijinzitajiandeshaoshubiaopaisaishi，jihumeiyichangbeihou，douzangzheyiqunjiponaodaixiangyaochuqianchulidezanzhushang。

zaozai2018nian，jiuyijingchuxianleyibomalasongsaishizanzhure。neiyinian，quannianyou1581changpaolusaishi。juzhimeitiyudiaoyan，641citiyuzanzhuxingweizhong，you388ciweimalasongsaishizanzhu，zhanbi60%yishang。

juguanshuaihuiyi，“neiliangnian，haodemalasongbiaodehenqiangshou。”

rujin，toubumalasongsaishidezanzhushangmingdanyuelaiyuezhang。2010nian，beijingmalasongdezanzhushangzhiyou6jia，daojinnianyijingdadaole22jia。shanghaimalasong、wuhanmalasongheshamenmalasongdezanzhushangshuliang，yedouchongdaole20jiayishang。

zaiwuximalasongbisaizhong，youxuanshoushenchuanantazanzhudeduifu、daizheyinyoulininglogodehaomabu，jiaoshangchuandequeshitebudepaoxie。

suizhedaliangpinpaiyongru，jiuxiangxiuxianxiaoshuoyiyang，zanzhushangmenbeianshang“zhuanxiang”“zhizun”“rongyao”denggezhongchenghao，dengjiyuelaiyuefuza。

yikaishi，zhiyouguanmingzanzhushang、guanfanghezuohuoban、zanzhushanghegongyingshangsigedengji。dao2024niandewuximalasongyijingyouleqigedengji，xinshedingjihezuohuoban、zhuanxiangfuwushangheguanfanghezuojiudian。shanghaimalasongzecong2020nianqi，xinshelewuliufuwushang、baoxianfuwushang、guanfangzhidingnengliangjiaohezuoshangheguanfangzhidingsheyingfuwushang。

meiyigechuxianzaimalasongsaichangshangdelogo，douyijingshixianbiaohaolejiage。

jutiyuyingxiaozhuanjia、guanjianzhidaochuangshirenzhangqingjieshao，yibanguanmingshangdezanzhufeiqianwanqibu，hezuohuobanzexufuchu500wan~800wanyuandezhenjinbaiyin，zanzhushangdefeiyongtongchangshiliangsanbaiwanyuan，gongyingshangbaiwanjibiejiukeyijijinlai。

“youxieguanmingshangzigeshenzhixuyaojingjiacainengqiangdao。”guanshuaigaosuxuebaocaijingshe，“yibanshijiagaozhede，shaoshutoubusaishiguanmingshangbaojiazai3000wanyuanzuoyou。”

suizhezanzhushangshuliangzengduo，leijizanzhujineyeshuizhangchuangao。rujin，yichangyongyou22jiazanzhushangdetoubumalasongsaishi，zanzhuzongjinezuiqimazai5000wanyuanyishang，shi10nianqiandeliangbei。youdeshenzhidadao8000wanyuanzuoyou，keyimaixiabeijingerhuanneideyizuoerjinsiheyuan。

马拉松赞助ROI高，甜头大

sheishimalasongzanzhudezuidashouyizhe？henduoyeneirenshidehuidashitebu。

tebucong2007niankaishizanzhumalasong，2014nianquannianzanzhushijichangbisai，bingzaiyiqinghoujixujiama。2023nian，tebugongzanzhule24changmalasong，baokuoshamenmalasong、zhongqingmalasongdengduoxiangbiaopaisaishi，dengjiduoweihezuohuobanhezanzhushang。

jiandangusuan，tebuhuazaimalasongshangdezanzhufeidagaizai1yi～2yiyuan。ercaibaoxianshi，quniantebudeguanggao、tuiguangfeiyonggaoda19.62yiyuan，yongyumalasongzanzhudehuaxiaohaibudaoshifenzhiyi。

但特步从赞助马拉松中获得的收益却并不少。高频赞助赛事，让特步在跑者面前不断“刷脸”。去年，特步在全国马拉松赛事中的跑鞋穿着率位列第一，相当于每四个选手中，就有一个身穿特步。圈内颇为看重的破三选手，在多个赛事中的首选也是特步跑鞋。（编者注：破三指的是三小时内跑完全程马拉松。不管哪个年龄区间，破三都是精英跑者的水准。）

2016nian，tebutuichu“jingsu160”paoxie。jiezhimuqian，“160xxilie”diedai5dai，you83weiyundongyuanchuanzhegaixiliepaoxiehuode370geguanjun，daidongtebupaoxiexiaoliangshangzhang。2021nian，tebuyingshoushoucichaoguobaiyiyuan。cihou，tebujiang“paobu”xiejingongsizhanlve，“paoxieyewu”zaizuixincaibaozhongzhanjudaliangpianfu。

malasongzanzhushiyixianggaoroixiangmu，zaitebushenshangxianluwuyi。

体育赞助甜头大，是很多行业的共识。权威调查公司（ISL）做过测算，花费同样的投入，体育赞助的回报率是常规广告的三倍。与高收入、高学历、健康生huoyishibangdingdemalasong，gengshiyuxuduopinpaicunzaitianrandeqihedian。

huarunyibaocong2012nianqizanzhumalasong，erqieduonianlaibuchuqianzhichushui，leijizanzhuyinyongshuichaoguo5000wanping。yiyiping2yuanjisuan，zhengtihuafeiwei1yiyuan。danyibaocanyuguodemalasongchaoguo1000chang，saishiquanzhangdayue4.2wangongli，xiangdangyuraochidaoyiquan。

rujin，yibaoyijingyouzijidemalasongxialingyinghepaotuan，bingqianyuelebushaozhimingxuanshou。zhuangshuminyijingxiguanmeicicanjiamalasong，dounengkandaoyibaodelvsezhangpeng。zhangqinggaosuxuebaocaijingshe，zhangqixing，shimalasongzanzhushangpoweikanzhongdeyidian。

chulechuantongdeyundongfushihezhuangbeipinpai，yuelaiyueduoxinpinpaiyongrumalasongsaishizanzhu，napacourenaohuozhezuoxiaozanzhushangyexianglaifenyibeigeng。tamenyouzijideroizhuiqiu。

junlebaohemadieerjituan，xuanzezanzhujiamenkoudeshijiazhuangmalasonghehaerbinmalasong。fangbianmianpinpaibaixiang、kekoukeleqixiayundongyinliaoshuidongle、jinmailangliangbaikaidengpinpai，doutongguoshiwujinxingzanzhu。

“mianfeishichi，songxiaoliwu，dakapaizhao，benzhihaishilaxinyingxiaohuodong，xiaoguokenenghaihuigenghao。butongtiliangdepinpaiyoubutongdebanfa。”guanshuaigaosuxuebaocaijingshe。

谁给马拉松泼了冷水？

4yue21ri，youyige“chaojimalasong”ridaolai。zheiyitian，quanguogongjuban53changmalasongsaishi，you47wanrencanjia，xiangdangyu5geniaochaodeguanzhongtongshikaipao。

youyuzhongqianlvdi，zhuangshuminyuxinyideqingdaomalasongcuoguo，meinengcansai。

zaizuigaodianchache，lengdan3nianhou，malasongyizhongxinhuiwen。zhongguotianxiefumishuzhanggaoshanzaijieshoumeiticaifangshibiaoshi，cong800renyishangguimoderenzhengsaishishulianglaikan，2023nianyijingjibenhuifudaole2019nian90%yishangdeshuiping，cansairenshuyeyu2019nianzuigaofengshijibenchiping。

zhangqinghezhuangshuairenwei，jinnianmalasongderedu，biquniangenggao。malasongdepanzihaizaikuoda，buduanyouxinpaozhejiaru，shangyejiazhihaihuijixutuigao。

zhangqingtoulu，bushaopinpaiyuyunyingfangtanhezuoshi，huijinliangyanzhanghezuoqixian，yicixingduoqianjinian。“buranzaiguoliangnian，baojiahaihuizaizhang，yebuyidingnengqiangdedao。”

danhuoredelingyimianzangzheyinying。

zaigedashejiaopingtaishang，nengfaxianbushaozhenduimalasongsaishidetucao：zhangchunmalasongbeizhigongjibuzu，queshaoshiwu、shuiheyaowu；chengdoushuangyimalasongjiangpaibugou，saishiyindaohunluan，chuxianyongdu。

2023nian，yunying5nian、guimo3wanrendeqingdaohaishangmalasong，zaisaiqianmailixuanchuanxianchangbujiyou500jintuoguzhuti、6wanzhitiebandaxiahezhijingchaoguo60gongfende“wanggezhuangqiangmiandamantou”，dansuoyoubujizaikaisaibujiujiubeiqiangguang，yinqicansaixuanshoubuman。haomabucuofa、biaoshizhiyincuowu、yinyongshuiyaokaozhengqiangdengwentibuduanchuxian，rangbushaowansaizhedahan“tuiqian”。

zuizhong，saishizuweihuiheyunyinggongsiqingdaoaikesitiyubeiquxiaoxiayiniandurenzhengzige。

shangshutucaozhitingliuzaimalasongpaozhequannei，danbujiuqiandebeijingbanma“xieshouchongxian”fengbotupolequanceng，jinrugonggongyulunkongjian。

shijianyichu，huoredemalasongsaishibeipoleyipenlengshui。yumalasongkunbangposhendetebulianxuliangtiangujiadadie，shizhizhengfachao10yigangyuan。2023niantebuxielvzengsujinwei5.3%decaibao，beinachufanfujujiao。cihoujitianjubandemalasongsaishi，yechengweibeishouguanzhudeduixiang。guanshuaigaosuxuebaocaijingshe，“henpachuxianxinwenti”。

zhuangshumindeduogepaoyouqun“zhakaileguo”。tamenmeixiangdao，“paoquandeshiqing，jingrannengshoudaorucidadeguanzhu”。bushaorenzhizetebu，haihuyu“zaiyebuchuantebuchanpin”。

zhuangshuaigengdanxindeshi，zheihuiyingxiangmalasongdezhangqixingxianghezhaoshang。

yuxuduoguojizhimingsaishixiangbi，guoneimalasongsaishihaicunzaijiaodachaju。biru，yijingzouguo31gesaiji、kanchengshijiezuichenggongtiyushangyemoshizhiyideyingchao。

juxuebaocaijingshelejie，qiuyizanzhushiyingchaozuidadeshangyezanzhushouru，guangshiadidasiyumanliandeqiuyizanzhu，meinianjiuyou9000wanyingbang（yueherenminbi8.1yiyuan），infiniteyuqieerxixiongqianguanggaozanzhumeinian4000wanyingbang（yueherenminbi3.6yiyuan）。2021-2022yingchaosaijigongjichuangzaole55yiyingbangdeshouru，zaiquanqiu212gediqudianshizhuanbo，qianzaiguanzhongyue47yiren。

xiangbizhixia，buduanyongrureqiandeguoneimalasongsaishi，haimeinengpaochuxiangboshidunmalasong、balimalasongyiyangdeshijiedamanguansaishi。

“paodetaikuai，jiudechachache。”zhengruyipizanzhushanggenbushangjiezou，ziranyaobeitaotaiyiyang，zhuangshuaigaosuxuebaocaijingshe，weilemalasongsaishidezhangqiyingxiangli，“yunyingdebuhaodesaishixuyaobeiqiaoda”。