The Relationship Between Industry andSports Sponsorship－Evidence of Professional Season Sport

• Main Authors: Chun-Yung Chuang, 莊濬詠
• Other Authors: G. F. Yen
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/68514078135671002166

碩士 === 中原大學 === 企業管理研究所 === 94 === The studies about sports sponsorship in the past mainly focus on consumer behaviors and the benefit of sponsorship, and the characteristics of each industry or manufacturer is positively correlated with the regularity of sports sponsorship. Meanwhile, the phenomenon of sports sponsorship in these days tends toward diversification of every industry or business. Besides the main purpose of marketing, the author argues if there is another invisible factor when the enterprise pursues the chances of publicity on the mass media. This research want s to discuss the primary cause of the correlation between sports sponsorship and sponsoring industry. This research focuses on the official sponsors of seasonal professional sports. Because this kind of sponsorship is mainly set on the long-term and sustained contract which involves a bigger amount of money than general sponsorship does, the enterprise will be more careful in formulation and assessment before proceeding the sports sponsorship. Besides, the research is also based on the deficiency in naming rights of Taiwan stadiums. Through surveying the present situation in the naming rights of Northern American stadiums, I could provide some reference in enchencing the naming rights of Taiwan stadiums. The range of the research is during 2004 to 2005, including 4 of the most popular professional sports in Northern America-- MLB, NFL, NBA, NHL, English Premier League, Primera división de Liga, FIA -Formula 1 World Championship, and CPBL. The target of sports sponsorship is aimed at single professional team or motorcade. The research collects 8 professional leagues, 703 sponsors, after analyzing the statistics, here are the following conclusions. 1. Through surveying the official sponsors joining the sports industry, there are some differences of each property. 2. Through surveying the official sponsors joining each stadium, there are some differences of each property in most of cases. However, there is also some fixed proportion of distribution among industries. 3. According to the assortment factors of context-sports relationships, the number of low contextual-low sport related sponsorships is obviously bigger than high contextual-high sport related sponsorships. 4. Through surveying the official sponsors joining the naming rights, there is no difference of each industry. 5. The geographic boundaries of enterprise management will influence the sports sponsorship strategy.