| Summary: | 碩士 === 臺北巿立體育學院 === 運動科學研究所 === 91 === Abstract
The purpose of this study was to study the title sponsorship case of Senao corporations, who sponsored 2002 Senao International World College Baseball Invitational Series. The author of this research examined motives of the sponsor, consideration factors, prohibitive factors, and sponsorship benefits. The questionnaire was selected for this study. The subjects in this research included Senao corporation staffs, Chinese Taipei University Sports Federation, and college faculty and students. Descriptive statistics, cross-tabulation, and independent T-test were used to analyze these data.
Several important findings were concluded as following:
1. Motives of the sport sponsor
Return on investment (ROI) was the most important criteria while corporations made sponsorship decision. The results indicated that corporations viewed sport sponsorship as a donation to some extent but still expected the sport sponsorship was able to bring some commercial advantages. Therefore, it was concluded that sport organization should consider sponsor’s ROI while soliciting sponsors’ support.
2. Prohibiting factors affecting sponsors’ decision
Lack of proper communication platform, influence of corporate policy, structure of the business organization, insufficiency of publicity, poor attendance, economic climate, a loose business proposal and lack of successful experiences in sport sponsorship were factors preventing corporations from sponsoring sports organizations
3. Factors attracting sport sponsorship
A sound business plan, good publicity ideas, contribution to the sponsors, and well-established sport organizational structure were factors luring sponsors.
Key words: sport sponsorship,
Chinese Taipei University Sports Federation
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