Gold nanorods emit strong photoluminescence under two photon excitation; the efficient two photon lumininescence (TPL) arises from the local field enhancement assisted by surface plasmons. The surface plasmon effects on the TPL efficiency and spectrum are investigated by measuring the TPL of gold nanorods with various aspect ratios. A large TPL efficiency is found when incident light wavelength coincides with the longitudinal surface plasmon mode of the gold nanorods. However, the emission spectra of nanorods with various aspect ratios look similar and exhibit modest surface plasmon features, which implies a major non-radiative decay of excited surface plasmons.