CORPORATE SPONSORSHIP MANAGEMENT OF PROFESSIONAL BASEBALL CLUBS IN TAIWAN: A CASE STUDY ON LA NEW BEARS PROFESSIONAL BASEBALL TEAM

• Main Authors: Lin Pei-Pei, 林蓓蓓
• Other Authors: Lin Wen-Lang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/58936443609851004559

碩士 === 國立臺灣體育大學 === 運動管理學系碩士班 === 97 === 　　The purpose of this study was to examine corporate sponsorship management activities taken by sponsor who appears La New Bears baseball professional team. To provide the firms with reference resources, the study investigated the benefit of sponsorship in accordance with motivations, considerations, activation strategy and the measurement of rights and interests of the sponsors for La New Bears baseball professional team. The study showed five conclusions: (1) Elevating brand awareness was the key motivation for an enterprise to promote a sports event. (2) In consideration of these factors, the effect of enterprise’s budget, market prosperity, co-operation of the sports team, and media advertising space. (3) In activation strategy, most enterprise used magazine advertising, websites, gifts, and point- of- sale displays. (4) Enterprise would obtain the feedback from media exposure and advertising. (5) The enterprise evaluates sponsor benefits from brand awareness elevation, consumer recognition to the brand; intensifying the brand image, media exposure.