臺灣超級籃球聯賽運動贊助現況之探討

近年來運動風氣盛行，企業利用贊助運動賽事或運動組織來行銷本身品牌的方式也越來越常見。本研究透過文獻分析及訪談法的方式來探討臺灣超級籃球聯賽(SBL)運動贊助之現況，為質性研究。分析結果為SBL運動贊助現況可以分為二面向：一、球隊尋求企業贊助，又分為國營事業球隊和民營事業球隊兩者考量因素不同。二、企業贊助SBL賽事及籃協，其中又因SBL進場球迷人數下滑導致行銷單位招商不易，實為一大隱憂。再者提到SBL經營現況面臨之問題得到三點結論：一、球團與行銷單位難以配合。二、球迷進場意願低迷。三、SBL職業化淪為空談。

關鍵字

超級籃球聯賽；運動贊助；職業化

並列摘要

Sports have being prevalent, many companies market their brands through sponsoring sport games or sport organizations, and these manners are getting more frequently to use. This study through data analysis and interview discussed the current situation of Taiwan's Super Basketball League. The qualitative approach was applied in the study. There were two results of its analysis: 1. Seeking corporate sponsorship by sport teams has two different concepts: One is public enterprise, the other is private organization. 2. The population of sport fans decreased so that it was hard to find sponsors. There are three difficulties in SBL: 1. Every team of SBL is hard to cooperate with marketing departments. 2. Fans have lower willingness to enter the gym to watch the games. 3. It is hard for SBL to professionalize.