Abstract
Along with the expansion of international multi-sport games and Championships, how to generate revenue through marketing become increasingly important for all sport event organizers. This paper aimed to elaborate the marketing efforts of multi-sport events and its structure among various parties and. 2013 Kazan Universiade was selected as a subject whose marketing devotion was thoroughly examined. The important findings stated that First, the sport governing body and local organizing committee conducted most of marketing activities in the world university game. The former was mainly responsible for branding, global sponsorship solicitation, media broadcasting and media relations. The latter emphasized upon brand management of its edition, public relations, sponsorship solicitation, ticketing, licensing, and advertising. In addition, this paper provided further suggestions for host of 2017 Taipei Universiade as well as other multi-sport event organizers.