| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 87 === Sponsorship does not represent patronage or philanthropy. Modern sponsorship is a mutually beneficial business arrangement between sponsor and sponsored to achieve defined objectives. Sport exhibits a number of advantages such as high visibility and the scope to attract a broad cross-section of the community. That’s why sport sponsorship is becoming increasingly used as part of the marketing communications mix. Therefore, it is an important issue for company under competitive environment to increase their competitive advantage by adding the marketing tool “sport sponsorship”.
The study is based on the framework of Effective Sponsorship Management. The survey questionnaires are designed to conduct in-depth research on sponsor’s objectives, attitude and effectiveness for the sponsored event. The study does help academic field to understand the extent to which the rigorous framework for sponsorship management postulated by theoreticians is endorsed in practice.
The results of this empirical study of Taiwan professional sport sponsorship indicate that sponsor should do more on objective setting, evaluation, leverage and integration with other elements of the communication mix. Thus sponsor can make the sponsorship profitable, not just profligate.
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