企業贊助高中籃球聯賽HBL類型之探討

A Study on the Type of HBL Corporate Sponsorship

黃怡惠(Yi-Hui Huang)

《運動知識學報》 16期 (2019/07) Pp. 152-163

摘要

由於教育部補助經費緊縮，高中體育總會因而改變經營模式，採取招商方式進行，除了部分合作廠商外，其餘贊助商需與行銷公司簽訂招商合約，積極舉辦校園活動及行銷包裝，成功炒熱HBL的籃球賽事，行銷公司擁有行銷權、增加授權金，贊助的類型有團體組織與運動賽會等方式。本文採用文獻整理與103學年度到107學年度各企業贊助廠商贊助類型加以分析並透過關係人訪談，結果顯示企業提供團體組織、運動賽會、運動員、運動傳播媒體等需要的任何物資，從媒體報導和場館廣告看板與專題報導，還包括贊助資金、裝備、物資、3C產品、服務等方式，因為越來越多人關注，讓贊助商以及贊助項目每年都不斷的增加。

關鍵字

企業贊助 ； 運動贊助類型 ； 高中籃球聯賽

並列摘要

Due to grant funding crunch from the Ministry of Education, Chinese Taipei School Sport Federation changes its operation strategy to merchant mode. Apart from some corporate partners, sponsors need to sign the contract with marketing company and actively organize campus activities and marketing package. Marketing company who successfully stirs up HBL will win the marketing right and get higher licensing fee. There are two types of sponsorship, group organization and sport event sponsors. The study attempts to analyze the types of corporate sponsorship over the years through literature collation. The results show that enterprises who provide what needed by group organizations, sport events and athletes, such as media reports, stadium billboards, featured reports and funds, equipment, materials, 3C products, etc., are getting increasing response and attention, which keep corporate sponsors and sponsor programs growing every year.

並列關鍵字

corporate sponsors ； sports sponsorship type ； HBL