Corporate sponsorship benefits in super basketball league in taiwan 2004 2005
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Corporate Sponsorship Benefits in Super Basketball League in Taiwan (2004-2005) Ya-i Wang, Li-chieh Chen National Taiwan Normal University National Taipei Teacher College Taipei, Taiwan Introduction- about Basketball is one of the most popular sport in Taiwan.

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Corporate sponsorship benefits in super basketball league in taiwan 2004 2005 l.jpg

Corporate Sponsorship Benefits in Super Basketball League in Taiwan (2004-2005)

Ya-i Wang, Li-chieh Chen

National Taiwan Normal University

National Taipei Teacher College

Taipei, Taiwan


Introduction about l.jpg
Introduction- about Taiwan (2004-2005)

  • Basketball is one of the most popular sport in Taiwan.

  • The professional basketball league (CBA) was founded in 1994 but locked out since 1999.

    • (Due to the disputation of TV right and the decrease of ticket revenue.)

  • In order to promote the basketball, the National Council on Physical Fitness and Sport united 7 amateur basketball teams to founded the Super Basketball League in 2003.


Introduction background l.jpg
Introduction-Background Taiwan (2004-2005)

  • The success in the 1st season of Super Basketball League (SBL)

    • Total Attendance:70,000

    • Ticket Sales: NTD 13,000,000

      (Approx. US$ 390,000)

    • Rating:Season average 0.2→Playoff 0.49

    • Revived the Semi-professional basketball in Taiwan


Introduction background4 l.jpg

Sport Property Taiwan (2004-2005) : 、Teams

values

resources

Multi-wins

Achieve

Marketing Objectives

Increase

ads revenues

Media

Corporations

(Cheng, 2001)

Introduction-Background

  • Golden Triangle Relationship


Introduction background5 l.jpg

Corporation

Corporation

Marketing Mix

Sport Property

Promotion Mix

Marketing Mix

SponsorSportproperty

Introduction-Background

  • Sponsorship and Sport Properties

  • Sport Sponsorship

The corporation sponsors the sport property to mix the marketing strategy

One of the corporations’ integrate promotion

activities and the text that refers to sport


Purpose of the study l.jpg

From the Corporations’ perspectives Taiwan (2004-2005)

  • Expected Benefits: (Howard & Crompton, 2004)

  • Increase Awareness

  • Image Enhancement

  • Demonstration Platform

  • Hospitality Opportunities

  • Product Trial or Sales Opportunities

Corporations

Teams

Evaluate

Effectiveness

Sport Sponsorship or Sponsor Promotion

Purpose of the study

  • Sponsorship


Research scope l.jpg
Research Scope Taiwan (2004-2005)

  • The subjects of the research were the corporations who sponsor the teams in the SBL 2004-2005.

  • The sponsor who does not put the company logo on the jersey would not be discussed in this research.

  • The logos relative to the team would not be discussed as well. (The same Corp group.)


Methodology l.jpg
Methodology Taiwan (2004-2005)

  • Phone Survey

  • Corporate managers from 10 sponsors.

    • Expected Benefits

    • Evaluation

    • Effectiveness


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Teams Taiwan (2004-2005) ’ Sponsors

Yulon Dinosaur

Motor Company


Teams sponsors10 l.jpg

Videoland Hunters Taiwan (2004-2005)

Teams’ Sponsors

Videoland is one of Taiwan's major satellite television providers, offering six channelsof programming.


Teams sponsors11 l.jpg

Re-Li Taiwan (2004-2005)

TAIYEN

FTV

Teams’ Sponsors

Taiwan Beer

Taiwan

Tobacco & Liquor

Corporation


Teams sponsors12 l.jpg
Teams Taiwan (2004-2005) ’ Sponsors

Dacin Tigers

Construction Company

LP Support

NIKE


Teams sponsors13 l.jpg

ET-TV Antelopes Taiwan (2004-2005)

Taiwan Bank

Sina Lions

Teams’ Sponsors

Multimedia

Group

Web Co.

Bank


Methodology subjects l.jpg
Methodology-Subjects Taiwan (2004-2005)


Methodology subjects15 l.jpg
Methodology-Subjects Taiwan (2004-2005)


Methodology subjects16 l.jpg
Methodology-Subjects Taiwan (2004-2005)


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Methodology Taiwan (2004-2005)

  • Note

    • Due to (China-Life) wanted to be anonymous. In order to maintain the consistency in this research, we do not discuss it below.

    • Although do sponsor the (Taiwan Beer), they won’t allow NIKE logo put with any tobacco and liquor products side-by-side.


Results discussions l.jpg
Results & Discussions Taiwan (2004-2005)

  • Sponsor Motivation

Trade-off

The media exposure package suggested by the Ads agency.


Results discussions19 l.jpg
Results & Discussions Taiwan (2004-2005)

  • The initiation of Sponsorship

Trade-off


Results discussions20 l.jpg

Taiwan (2004-2005) TOP GAME

:Star characteristic

:Team already be product user

Results & Discussions

  • Objectives Consideration


Results discussions21 l.jpg

Didn’t pay anything Taiwan (2004-2005)

Results & Discussions

  • Logo on the jersey

  • Presented as official sponsor

  • Few tickets

  • Promotion activities

  • Sponsorship Type


Results discussions22 l.jpg
Results & Discussions Taiwan (2004-2005)

Benefits of Sponsorship


Results discussions23 l.jpg
Results & Discussions Taiwan (2004-2005)

Benefits of Sponsorship


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Results & Discussions Taiwan (2004-2005)

  • Sponsorship Evaluation

    • :Media Exposure

    • It doesn’t matter, because they focus on the effects of long-term relationship.

    • And it is not easy to evaluate the effectiveness quantitatively.

99% Export Marketing

Free, doesn’t need it


Results discussions25 l.jpg
Results & Discussions Taiwan (2004-2005)

  • Sponsorship Evaluation

    • Broadcasting, media report

    • Viewer rating

    • Population: spectator, participate

Only focus on with it or not, not

evaluate quantitatively.


Results discussions26 l.jpg
Results & Discussions Taiwan (2004-2005)

  • Sponsorship Evaluation

    • Follow the contract means the success of sponsorship. Therefore, it isn’t necessary to evaluate it.


Results discussions27 l.jpg
Results & Discussions Taiwan (2004-2005)

  • Sponsorship Effectiveness and sponsor again

Trade-off

Depends on year revenue


Results discussions28 l.jpg

Corporation Taiwan (2004-2005)

Corporation

Marketing Mix

Sport Property

Promotion Mix

Marketing Mix

SponsorSportproperty

Results & Discussions

  • Sport Sponsorship or Sponsor Promotion

  • Sport Sponsorship

  • Sponsor promotion


Conclusions l.jpg
Conclusions Taiwan (2004-2005)

  • The sponsorship in SBL

    • The Corps do claim they sponsor the teams, actually the Corps (except for ) arepassive to create the interactive sponsorship.


Conclusions30 l.jpg
Conclusions Taiwan (2004-2005)

  • Benefit Sought From Sponsorship in SBL

    “Increase Awareness” & “Image Enhancement”

    • Activation concept of the sponsorship

      (do little or nothing to utilize, or leverage, the benefit of sponsorship.)

    • According to the potential roles of sponsorship in impacting the product adoption process, it would only in the stage of “Awareness” and “Interest”.


Conclusions31 l.jpg
Conclusions Taiwan (2004-2005)

  • Sponsorship Evaluation in SBL

    Without any quantitative evaluation

    • Effectiveness & Sponsor constantly

    • Evaluation should be meet the criteria for effectiveness objectives—specific, measurable,achievable, result-oriented and time-bounded. (Howard & Crompton, 2004)


Conclusions32 l.jpg
Conclusions Taiwan (2004-2005)

  • Sponsorship Effectiveness in SBL

    Satisfied with the sponsorship

    • They neither interact with the teams nor communicate with the consumers through the sponsorship.

    • The sponsorship only focus on media exposure would limit the advantage of sponsorship.


Conclusions33 l.jpg
Conclusions Taiwan (2004-2005)

  • Sport Sponsorship or Sponsor Promotion

    Close to Sponsor Promotion

    • It resulted that most of them do not think the leverage activity through team sponsoris needed.

    • The sponsor promotion also means the uncertain for sport property due to the marketing strategy is not focus on sport.


Conclusions34 l.jpg

Corporation Taiwan (2004-2005)

Corporation

Marketing Mix

Sport Property

Promotion Mix

Marketing Mix

SponsorSport property

Conclusions

  • Sport Sponsorship or Sponsor Promotion

  • Sport Sponsorship

  • Sponsor promotion

Influential

Maturity


Suggestions l.jpg
Suggestions Taiwan (2004-2005)

  • Sponsors should take demonstrating real long-tern partner relationship into considers. And utilize the advantage of marketing through sport.

  • Theevaluationof sponsorship should be specifically and quantitatively base on the explicit sponsor objectives.

  • Not only the sponsor but also the sport property should have the concept of developing the win-win relationship through the sponsorship.


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Thanks for Your Attention Taiwan (2004-2005)

Contact:

Ya-i Wang

[email protected]

Li-chien Chen

[email protected]


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