A STUDY OF TITLE SPONSORSHIP IN TAIWAN HOPE GOLF TOUR

• Main Authors: Chen Kuan-Yu, 陳冠宇
• Other Authors: Wang Ching-Tang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/10164197695321225331

碩士 === 國立台灣體育學院 === 運動管理學系碩士班 === 95 === 　　The purpose of this research was to examine the motivation, types of the sport sponsorship, decision model and sponsorship benefits in Taiwan HOPE golf tour. The results will offer insight and a guideline for marketers and sport organizations to generate a better and reciprocal sponsorship projects in the future. 　　In-depth interview was used in the study. After contacting, three major title sponsors who have been participating sport sponsorship in the past years were willing to participate in the study. The three subjects were the Taiwan Billiard Supply Cos., Ltd.(TBS), Wintek Cos., Ltd.(WIN) and Taiwan Gift Union (TGU). Upon data collection, induction was utilized to analyze the data. The findings are in the followings: 1)Sponsorship motivation: The major sponsorship motivation for all was to promote domestic golf activity, and to develop elite players joining tournaments in U.S.A. or Japan, and chairman’s interest, and to make effort in social responsibility. 2)Types of sponsorship: Three sponsors all only sponsored in golf tournaments. They sponsored sport events and players mostly. All of three title sponsors provided cash WIN and TGU have been involving in sport sponsorship for years. However, because of short-term goals, TBS can only exercise short-term plans. WIN and TGU contacts sport organization directly, and through sports marketing firms sponsoring Taiwan Hope Tour. 3)The decision making model: according to Draft(1992)’s contingency decision making model, TBS belonged to Rational model, WIN was Carnegie model and TGU had a Incremental Decision Model 4)Sponsorship benefits : TBS had a benefit in exposure as much as NTD2,772,384, and WIN NTD 6,023,918, and TGU NTD1,776,672