| Summary: | 碩士 === 國立臺灣師範大學 === 體育學系 === 93 === From early donating forms to the nowadays sports sponsorships, “athletes” play an irreplaceable role in the sports sponsorship field as far as the interactive relation between sports and business is concerned. The products, especially the ones endorsed by famous athletes, could not only increase rapidly the sales amount but also shows the great influence. As a result, taking the athlete as the endorsers seems to be the main selling strategy among the many selling ones. Compared with the prosperous development of the athlete endorser heat wave; however, the study on the relationship between business and the athlete endorser seems to be lacking. With this concern, the study applied deep interview, took the baseball athletes’ endorsers and their endorsed business as the studying participants in the hope of understanding the cooperative relationship between the business and the athlete endorsers. The findings were as follows:
1. Most of the athlete endorsers were the middle-age-generation players in Chinese Professional Baseball League. Those players endorse for the business one year mostly and are asked to participate in, at least, one above endorsed activities.
2. Most of the interviewed business is motivated by the reasons of catching the heat wave of the baseball games events. The business put more emphasis on the sport performances, the images, celebrity, business factors and the consuming ones as the reasons.
3. Most of the interviewed athletes think being sponsored by the business and reach to the demand of their original team business as their motives. They put more emphasis on personal celebrity, the favor of the endorsed products or business, the promotion of products sales and the exposure.
4. Most of the business contacts with the team first and the team corresponds to the players. After the players became the athlete endorsers, the business provides the basic training about how they face the media and verbal expression. The consuming groups for the endorsed products are set as the young generation. The endorsed effect expect mostly on promoting the selling amount.
5. Both the interviewed business and the endorsed players satisfy the cooperative relation with each other. And both of them agree the sports agents system in the future.
Keyword: endorsement, endorser, athlete endorser.
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