企業贊助運動團隊成效之分析－以國立體育大學棒球隊為例

A Case Study of the Performance of Corporate Sponsorship on the Baseball Team in National Taiwan Sports University

陳家豐(Jia-Feng Chen) ； 龔榮堂(Jung-Tang Kung)

《2011年運動產業經營暨運動產品設計學術研討會論文集》 2011年 (2011/06) Pp. 15-34

https://doi.org/10.29537/YDCYSJ.201106.0015

摘要

本文旨運動團隊在接受企業贊助後，所獲得成效之分析，並以國立體育大學棒球隊?例。經由文獻及訪談後整理得知；國立體育大學棒球隊，在2001年開始與臺灣菸酒公司建教合作成?臺灣啤酒棒球隊至今，這十年建教合作當中，在訓練、器材以及師資上皆有不錯的成效，也因此獲得六座全國性大賽冠軍，儼然已成?國內大學棒球隊的勁旅之一。在企業贊助當中，臺灣菸酒公司每年贊助棒球隊300至500萬經費不等（不包含激勵獎金），提供國立體大棒球隊每年所需支應的經費，經歸納分析後結果如下：一、因有企業贊助，在選才方面有所助益，並提供選手獎助學金或營養金，產生良性競爭，有效提升球隊整體成績，而對學校培養國際級運動員之遠景相符。二、有充裕的經費供球隊在器材上的購置以及聘請專業的教練，讓選手在訓練上能夠在技術上有所提升，對球隊本身實?助益。三、球隊經由企業贊助所附加的激勵獎金有效激勵球隊，而形成凝聚力進而達成團隊共同的目標。本文希望藉由國立體育大學棒球隊因企業贊助後對團體成績提升的例子，帶動企業贊助我國運動團隊的意願與風氣。

關鍵字

企業贊助 ； 棒球 ； 國立體育大學

並列摘要

This article aims to accept corporate sponsorship in sports teams, after the analysis of the results obtained, and to National Sport University baseball team as an example. Sorting through the documents and interviews that; National Sport University baseball team, started in 2001, Cooperative Education and the Taiwan Tobacco and Wine Company has become Taiwan's baseball team of beer, this decade among cooperative education, training, equipment, and has not bad teachers Effectiveness, and thus access to six national championship, just like the University has become one of baseball’s giants. Among the corporate sponsors, the Taiwan Tobacco and Wine Company sponsor an annual baseball funding ranging from 3 million to 5 million (not including incentive bonuses) to provide three-dimensional stick country team cope annual funding required, summarized by the analysis results are as follows: 1. due to corporate sponsors, be helpful in terms of personnel selection, and provide athletes with scholarships or nutritional gold, resulting in healthy competition, effectively improve the overall results of the team, and develop the school vision consistent with world-class athletes. 2. sufficient funds for the purchase of team equipment and hire professional coaches to athletes in training to be technically improved, the team itself is actually useful. 3. of the team through the corporate sponsorship attached to an effective incentive team incentive bonus, and form cohesive team and then reach a common goal. This article hopes the baseball team by the National Sports University, sponsored by corporate performance improve after the example of groups to drive corporate sponsorship of sports teams will and culture.

並列關鍵字

corporate sponsorship ； baseball ； National Taiwan Sport University