| Summary: | 碩士 === 臺北巿立體育學院 === 運動科學研究所 === 92 === Corporate sponsorship has long been considered an important element for organizing successful sporting events, with the significant amount of sponsorship dollars brought in. From the corporations’ perspective, sport sponsorship is deemed to be an effective marketing platform. Companies are seeking every possible way to approach consumers, enhance images, and ultimately drive sales through sponsoring sports. The opportunity of intensive media exposure during a sporting event usually becomes a key factor influencing the decision-making of corporate sponsors. Therefore, the current study examined the influence of television exposure on sport media consumers’ recognition, & purchase intention of corporate sponsors.
This study was conducted in Taiwan studying a professional baseball team – Brother Elephants in Chinese Professional Baseball League (CBPL). This team has attracted many corporate sponsors due to its greater fan support and media exposure. Among these corporate sponsors, five of them chose to place their logos on players’ uniform, such as shoulder badge, helmet, and jersey, in order to seek more media exposure during the television broadcasting. Consequently, this study attempted to examine: (a) the differences of sport media consumers’ recognition of corporate sponsors with the various positions these logos are placed on the uniform and the different lengths of TV exposure, and (b) the influence of sport media consumers’ ability to recognition of corporate sponsors on purchase intention. In addition, the results of the current study expected to provide a guide not only to corporate sponsors in terms of negotiating sponsorship deals, but also for sport organizations to provide an effective multidimensional marketing platform to attract more sponsors.
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