Research on the Benefits to Businesses of Sponsorship in the Sinon Professional Baseball Team of the Chinese Professional Baseball League

• Main Authors: Liu Sheng-hua, 劉陞華
• Other Authors: Huang Yu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/06725418564252901439

碩士 === 國立新竹教育大學 === 人資處體育教學碩士班 === 94 === Abstract This research uses the fans of the Sinon Professional Baseball Team of the Chinese Professional Baseball League (CPBL) as research targets in order to discuss the sponsorship benefits to the businesses with 16 years of sponsorship in the Sinon Baseball team of the CPBL. The investigative method of survey was used, with 504 valid surveys returned, producing the following conclusions: 1. The fans of the Sinon baseball team are mainly female, with ages mostly in the 15-34 range. Their monthly income is mostly under 10,000 NTD. They mostly live in Taipei or in Central Taiwan. Mostly their highest education level is college or trade school, and their current occupation is that of student. For fan club joining times, fans that have not joined the fan club are in the majority (57.5%). For live game attendance, there were more fans who said that they occasionally attended Sinon baseball games (60.9%). For television baseball viewership, there were more fans that said that they occasionally or never watched Sinon baseball games on television (80%). 2. The name recognition of businesses who sponsored the Sinon baseball team of the CPBL from highest to lowest is Edwin Jeans with 81.9%, Acer with 80.2%,Kenda Tires with 56.9%,Funtown with 43.7%, and Man-Q with 40.7%. For companies that were not sponsors, the one with highest name recognition was Nike with 22.2%, while no other such business had a name recognition level higher than 7%. 3. For fans with different gender and monthly income, a difference was shown in product purchase desire for Sinon baseball team sponsor’s products. 4. For Sinon fans with different fan club joining times, a difference was shown in business image benefit and product purchase desire for Sinon baseball team sponsors. 5. For Sinon fans with different live game attendance, a difference was shown in name recognition benefit, image benefit, and product purchase desire for Sinon baseball team sponsors. 6. For Sinon fans with different television baseball viewership, a difference was shown in image benefit and product purchase desire for sponsors. No difference was shown in sponsor name recognition.