A Study of the Corporate Sponsorship for College/University Baseball Teams

• Main Authors: Chih-Wei Liao, 廖志維
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/88899566995491969901

碩士 === 國立體育學院 === 休閒產業經營學系碩士班 === 94 === There is a special sport administration style existing in Taiwanese colleges/universities nowadays – cooperation education baseball teams. Although this way goes on for years and has benefits for corporations, the relationship between sponsor and these teams had generated many problems in recent years. The purpose of this study was to find reasons of corporate sponsorship of college/universities baseball teams and corporations and discuss the difference between those, farther to suggest the key points keeping the relationships long lasting. The researcher of this study adopted semi-structured interviewing method to collect data from 8 corporate sponsored college/university baseball team administrators and 2 corporation stuffs. The findings indicated that the causation of sponsorships were “by introducer” “the favor of corporation manager” “the relationship of colleges and corporations”. The key points keeping the relationships long lasting were “the purposes between organization and corporation”, “the firm size between organization and corporation”, and “the cause of organizer”. The researcher of this study suggested that college/university baseball teams should upgrade communicative interaction with corporation and university managers, raise the exposure of games and teams, and input more resources in marketing. Corporation should develop the scale of assessing sponsorship effectiveness; help teams to improve the exposure, and search target market by the relationship.