| Summary: | 碩士 === 國立臺灣師範大學 === 體育學系 === 91 === The main purpose of this study was to discuss the influences of governmental sport policy on major corporate sponsorship in Taiwan. In addition, it was to explore the policy direction of National Council on Physical Fitness and Sports (NCPFS) in encouraging corporate sponsorship for sport in the future. The subjects were the chief executive officers /administrators who are in charge of sport sponsorship of top 100 major corporations and NCPFS in Taiwan. The “Influences of the Sports Policy toward Corporate Sponsorship Questionnaire” and “Sponsorship Interview Outline” were used as the research instruments.
Frequency, mean values, standardized scores, t-Test, and ANOVA were applied to analyze the data and the result showed as the followings:
1.Most of the corporations have sponsored sport. Basketball and baseball are the most popular sponsoring events. Among all the sponsorees, sport games are sponsored most, especially for the national games. Most corporations sponsor sport with monetary gifts under $1 million NTD. The main motivations for corporate sponsorship are corporate image reinforcement, public relation. The main difficulties in sponsoring sport are: 1) lack of the inducement, 2) unable to achieve sponsors’ marketing goals, and 3) the different sponsorship concept between sport administrators and corporations’ CEOs.
2.The most effective motives in sponsoring sport are the “tax deduction” followed by “premium prescript” and “governmental aid”.
3.The sponsorship influencers regarding to the sports policy, the significant differences were found in ” corporations characteristics”, “corporations’ sponsorship history”, ”PR motivations”, “sponsorship difficulty inducement“ and “the sponsorship concept difference between sport administrators and corporations’ CEOs”.
4.The priority of sponsorship policy direction of NCPFS is to encourage corporate sponsorship by increasing the level of sport performance in the future. Then, NCPFS should improve sport organizations’ ability in marketing and sponsorship, which help to create the win-win partnership. Consensus in sponsorship is also essential for a good partnership.
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