台灣地區職業運動贊助管理之研究

Abstract

過去『企業贊助』一直被當作是一種慈善行為，是公司在行有餘力時，回饋社會的方式。近年來，由於媒體廣告費用昂貴、傳統溝通形式對顧客無法產生差異化的效果以及某些國家對菸酒廣告的限制等因素，促成了贊助活動的成長，使得商業贊助成為現今公司與顧客溝通的一種重要方式。隨著此種贊助型態的活動逐漸增加，大企業逐漸採取專業化的管理方式進行贊助，並將之視為行銷組合中的重要部分。因此，如何讓「運動贊助」的功能能夠輔助企業的經營，以增加其競爭優勢，則是現在贊助企業的一個重要課題。 據此，本研究以運動贊助管理架構為理論藍本，使用問卷訪查的方式，針對運動贊助廠商的贊助動機、贊助管理態度及贊助後所產生之贊助效益做深入的調查與研究，以用來預測職業球隊運動贊助之未來趨勢為何，並提供業者進行職業球隊運動贊助時之參考。 研究結果顯示，企業在職業運動贊助管理上的重視程度越高，其贊助效益、贊助後滿意度以及再贊助意願也會隨之升高。因此，贊助企業若能遵循正式的運動贊助管理架構來從事其贊助活動，將可收事半功倍之效。至於被贊助者，即本研究中的職業運動聯盟或球隊，則應瞭解贊助商所求何物，投其所好，才能互蒙其利，達到雙贏的境界。

Sponsorship does not represent patronage or philanthropy. Modern sponsorship is a mutually beneficial business arrangement between sponsor and sponsored to achieve defined objectives. Sport exhibits a number of advantages such as high visibility and the scope to attract a broad cross-section of the community. That’s why sport sponsorship is becoming increasingly used as part of the marketing communications mix. Therefore, it is an important issue for company under competitive environment to increase their competitive advantage by adding the marketing tool “sport sponsorship”. The study is based on the framework of Effective Sponsorship Management. The survey questionnaires are designed to conduct in-depth research on sponsor’s objectives, attitude and effectiveness for the sponsored event. The study does help academic field to understand the extent to which the rigorous framework for sponsorship management postulated by theoreticians is endorsed in practice. The results of this empirical study of Taiwan professional sport sponsorship indicate that sponsor should do more on objective setting, evaluation, leverage and integration with other elements of the communication mix. Thus sponsor can make the sponsorship profitable, not just profligate.