背景：作為國際體壇龍頭的奧林匹克運動會與世界盃足球賽，兩大賽會在賽會營運與行銷方面皆有其特色與考量，而賽會相關資料皆是以網路報導居多，僅有官方網站的賽會成果報告頗具參考價值。目的：本研究旨在探討奧運會與世足賽在賽會行銷營運方面的策略與成效，論述兩大賽會在其營收、售票、贊助、轉播及社群媒體方面之成效，藉以歸納與分析其行銷策略與特色供國內產官學三方借鏡參考。方法：透過文件分析法，主要以奧運會與世足賽的官方賽會成果報告作為分析主體，輔以其他相關正式文件、文獻及網路報導做論述分析，過程中不斷與官方網站的資料進行對照與驗證，以增進本研究信實度。結果：2020東京奧運受到疫情影響，無開放觀眾入場及賽會延期所衍生的額外費用導致賽會營收方面受到負面影響，然其在販售轉播權方面的良好佈局使其在賽會營收上取得巨大成功。2018俄羅斯世足賽則是透過妥善的贊助商管理策略，進而在整體賽會營收上有較佳的表現。結論：兩大賽會針對各自的賽會性質而有不同的行銷策略與考量，單一性與綜合性運動賽會之間的規模差異也很大程度地影響其在行銷策略上的選用與制定，其賽會籌辦的經驗與策略相當值得我國借鏡參考。

Background: The biggest sporting events in the world are the Olympic Games and the World Cup Soccer Tournament, both of which create a worldwide sensation. Both events have their own characteristics and considerations in the operation and marketing of the events. However, most of the information about the tournaments is reported on the Internet, and only the official reports on the results of the events are of good reference value. Purpose: The purpose of this study is to examine the marketing performance of the Olympic Games and the World Cup, in order to summarize and analyze their marketing strategies and characteristics for the reference of domestic industry, government, and academia. Methodology: Through document analysis, the official reports of the Olympic Games and the World Cup were used as the main body of analysis, supplemented by other official documents, literature, and online reports for theoretical analysis. Results: The Tokyo 2020 Olympic Games were negatively affected by the epidemic, the lack of spectator access, and the additional costs associated with the postponement of the games, but their good marketing of broadcasting rights made them a great success in terms of revenue. The 2018 Russia World Cup had a better overall performance in terms of revenue through a good sponsor management strategy. Conclusion: The two tournaments have different marketing strategies and considerations for the nature of the tournaments, and the differences in scale between single and multi-sports tournaments also greatly influence the choice and formulation of their marketing strategies.