| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 95 === The study of the corporate sponsorship to the High-school Basketball League – a case study of Nike
Date: June, 2007
Student: Chao-Sun
Adviser: Chih-Fu Cheng
Abstract
The purpose of the study was to understand the effect about the Nike company which invested into the High-school Basketball league. Using the literature review , case analysis ,and in-depth interviewing to discussing the model and essence of Nike which sponsored the High school basketball games.
After the 10 years collaboration. High-school basketball league team up with Nike was changing to the partnership, and getting much valuable experience, also creating the sport marketing and the coefficient with media. The conclusion of this study was:
1. Nike using the abundant medium to increasing the basic of the consumer, and transmit the brand information, creating the great competition with other sport brands. The High-school basketball league also get the commercial opportunity by this partnership.
2.Using the resource of the sponsorship to increasing the students who join with sport. Attracting students join with the High school basketball games, and augment the model of the event.
3. The high-school Basketball games creating the high level basketball environment by commercial technique, but the system was not integrity enough, some of the qualifications plays was coincide, which also effect the develop of basketball.
The suggestion of this study was that the government should coordinate the relationship amoung all the basketball organizations, promote a great corporation and draw up a legitimate games season about all level of basketball. The government should also respect the separation about the professional and school’s players which causes bad effect and establishing the related laws, and carry them out that step by step.
Key Words: corporate sponsorship, High-school Basketball league
|
|---|
