The invention provides a method and a device for releasing a business object. The method comprises the steps of acquiring a business object releasing template opposite to the position of an auditorium guard bar; selecting a video camera for recording audio and video data of the auditorium guard bar, and adjusting the angle of the video camera; acquiring real-time audio and video data of a sports stadium by the video camera and displaying; according to the acquired real-time audio and video data of the auditorium guard bar and the business object releasing template, performing matching and localization on the auditorium guard bar for displaying in the sports stadium and the auditorium guard bar in the business object releasing template, so as to allow the two auditorium guard bars to coincide completely; and releasing the business object to be released in the coincident auditorium guard bars, so as to allow the business object to display in the auditorium guard bar for displaying in the sports stadium while displaying the real-time audio and video data of the sports stadium. Through adoption of the method for releasing the business object, publicity cost is saved; furthermore, good publicity effect is achieved.