運動贊助與產業關聯性之研究－ 以季賽型職業運動為例

The Relationship Between Industry and Sports Sponsorship－ Evidence of Professional Season Sport

莊濬詠(Chun-Yung Chuang)

指導教授 ： 嚴奇峰 ； 王如鈺

中原大學/商學院/企業管理學系/碩士(2006年)

https://doi.org/10.6840/cycu200600256

摘要

過去文獻對於運動贊助議題多數為探討消費者行為以及贊助效益，產業或廠商特性也僅止於與贊助運動的一致性有高度關聯，但是目前運動贊助的現象卻是產業及廠商趨向多元化，除以行銷為主要的目的，企業追求媒體曝光的機會的前提下，是否還有其他隱含的因素，是本研究想要探討運動贊助與產業關聯性的主要原因。

本研究著眼於季賽型職業運動之官方贊助商，原因在於這類的贊助契約多為長期性持續性契約，金額比一般運動贊助高，所以企業在進行這類運動贊助前的規劃評估相對會比較謹慎。有見於北美職業運動場館冠名權極為普遍，藉以了解其現況。

本研究範圍為2004年到2005年期間，包括北美四大職業運動MLB(Major League Baseball )、NFL(National Football League)、NBA(National Basketball Association)、NHL(National Hockey League)、英超(英格蘭超級聯賽，English Premier League)，西甲(西班牙甲級足球聯賽，Primera división de Liga)、F1(FIA Formula 1 World Championship一級方程式賽車世界錦標賽)、台灣中華職棒CPBL（Chinese Professional Baseball League），且企業贊助運動的對象專注在單一職業球隊或職業車隊的狀況。收集8個職業聯盟、703個贊助商，將其分析後，得到以下結論。

1. 廠商在非平均分佈之前提下，已投入運動贊助的官方贊助商，存在著產業間的差異。
2. 個別的聯盟中已投入運動贊助的官方贊助商，大部分也存在著產業的差異。但是，卻存在著某一定比例的產業間之分配。
3. 官方贊助商依照情境-運動關聯作為分類標準下，低情境低運動關聯性廠商數顯著多於高情境高運動關聯性廠商。
4. 已投入運動場館冠名權贊助的廠商，不存在產業間的差異。
5. 企業的經營地理範圍是影響企業運動贊助策略的因素之一。

關鍵字

運動贊助 ； 季賽型職業運動 ； 冠名權 ； 官方贊助商

並列摘要

The studies about sports sponsorship in the past mainly focus on consumer behaviors and the benefit of sponsorship, and the characteristics of each industry or manufacturer is positively correlated with the regularity of sports sponsorship. Meanwhile, the phenomenon of sports sponsorship in these days tends toward diversification of every industry or business. Besides the main purpose of marketing, the author argues if there is another invisible factor when the enterprise pursues the chances of publicity on the mass media. This research want s to discuss the primary cause of the correlation between sports sponsorship and sponsoring industry.

This research focuses on the official sponsors of seasonal professional sports. Because this kind of sponsorship is mainly set on the long-term and sustained contract which involves a bigger amount of money than general sponsorship does, the enterprise will be more careful in formulation and assessment before proceeding the sports sponsorship. Besides, the research is also based on the deficiency in naming rights of Taiwan stadiums. Through surveying the present situation in the naming rights of Northern American stadiums, I could provide some reference in enchencing the naming rights of Taiwan stadiums.

The range of the research is during 2004 to 2005, including 4 of the most popular professional sports in Northern America-- MLB, NFL, NBA, NHL, English Premier League, Primera división de Liga, FIA -Formula 1 World Championship, and CPBL. The target of sports sponsorship is aimed at single professional team or motorcade. The research collects 8 professional leagues, 703 sponsors, after analyzing the statistics, here are the following conclusions.
1. Through surveying the official sponsors joining the sports industry, there are some differences of each property.
2. Through surveying the official sponsors joining each stadium, there are some differences of each property in most of cases. However, there is also some fixed proportion of distribution among industries.
3. According to the assortment factors of context-sports relationships, the number of low contextual-low sport related sponsorships is obviously bigger than high contextual-high sport related sponsorships.
4. Through surveying the official sponsors joining the naming rights, there is no difference of each industry.
5. The geographic boundaries of enterprise management will influence the sports sponsorship strategy.

並列關鍵字

official sponsors ； seasonal professional sports ； naming rights ； sports sponsorship

參考文獻

11. 陳竟明（民90），「美國運動場館命名權之介紹」。中華體育期刊，15卷3期。

24. 廖俊儒（民92），「職棒現場觀眾消費體驗要素對體驗滿意度與忠誠意願影響之研究」；台灣師範大學體育學系博士論文。

10. 陳竟明（民90），「中華奧會與企業贊助互動之探索性研究」；台灣師範大學體育研究所碩士論文。

22. 蔡宇玲 (民91)，「企業贊助運動賽會效益之研究——以HBL高中籃球甲級聯賽為例」；國立臺灣師範大學體育研究所碩士論文。

8. 陳政宏（民93），「國內職棒運動贊助效益之影響因素： 以二階因素分析探討」；台灣大學國際企業研究所碩士論文。