A study of motive and benefits of enterprise sports sponsorship－Take 2006 Uni-President cup triathlon for example.

• Main Authors: Li-Chien Hung, 洪利樫
• Other Authors: Tsai-Sheng Chou
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/f3xxe4

碩士 === 國立臺東大學 === 體育教學碩士在職專班 === 96 === The main purpose of this study was to explore the motive and counsel of sports sponsorship by President Co. in National Triathlon. The study had further explored the whole exposure benefits and awareness benefits of participants on the spot. Five hundred participants in 2006 Uni-President Cup Triathlon and one worker of the President Co. were taken as sampling. The self-designed interview outline of sports sponsorship and questionnaire of benefits from sports sponsorship were taken as study tools. The collected data adopted SPSS for Windows 12.0 as data analysis. The results were as follows: 1. The motive of President Co. sports sponsorship included fulfilling social responsibility, enhancing enterprise image, exalting fame popularity, increasing sales volume and promoting sports ideas. 2. President Co. already owned effective counsel of sports sponsorship. 3. President Co. obtained whole exposure benefits as follows: (1)The competition had numerous participants, which had the most participants of the past years. (2) President Co. had remarkable exposure from Print and net media. (3)Strategies of active sponsorship and advertising arrangement on the spot had positive effects on exposure benefits. 4. President Co. obtained awareness benefits from participants on the spot as follows: (1)The participants had right discrimination of mainly sponsored enterprise for 93.4%. (2) The participants had high awareness of sponsored company, and it could enhance enterprise and brand image and purchase intention. (3)The comparison in different background among gender, occupation, background, monthly income, sports habits, identity and participation experience had remarkable differences. However, there was no difference in age.