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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

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
Introduction- about
  • 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
Introduction-Background
  • 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
Sport Property: 、Teams

values

resources

Multi-wins

Achieve

Marketing Objectives

Increase

ads revenues

Media

Corporations

(Cheng, 2001)

Introduction-Background
  • Golden Triangle Relationship
introduction background5
Sponsor promotion

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
From the Corporations’ perspectives
  • 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
Research Scope
  • 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
Methodology
  • Phone Survey
  • Corporate managers from 10 sponsors.
    • Expected Benefits
    • Evaluation
    • Effectiveness
teams sponsors
Teams’ Sponsors

Yulon Dinosaur

Motor Company

teams sponsors10
Videoland HuntersTeams’ Sponsors

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

teams sponsors11
Re-Li

TAIYEN

FTV

Teams’ Sponsors

Taiwan Beer

Taiwan

Tobacco & Liquor

Corporation

teams sponsors12
Teams’ Sponsors

Dacin Tigers

Construction Company

LP Support

NIKE

teams sponsors13
ET-TV Antelopes

Taiwan Bank

Sina Lions

Teams’ Sponsors

Multimedia

Group

Web Co.

Bank

methodology17
Methodology
  • 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
Results & Discussions
  • Sponsor Motivation

Trade-off

The media exposure package suggested by the Ads agency.

results discussions19
Results & Discussions
  • The initiation of Sponsorship

Trade-off

results discussions20
:TOP GAME

:Star characteristic

:Team already be product user

Results & Discussions
  • Objectives Consideration
results discussions21
Didn’t pay anythingResults & Discussions
  • Logo on the jersey
  • Presented as official sponsor
  • Few tickets
  • Promotion activities
  • Sponsorship Type
results discussions22
Results & Discussions

Benefits of Sponsorship

results discussions23
Results & Discussions

Benefits of Sponsorship

results discussions24
Results & Discussions
  • 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
Results & Discussions
  • Sponsorship Evaluation
    • Broadcasting, media report
    • Viewer rating
    • Population: spectator, participate

Only focus on with it or not, not

evaluate quantitatively.

results discussions26
Results & Discussions
  • Sponsorship Evaluation
    • Follow the contract means the success of sponsorship. Therefore, it isn’t necessary to evaluate it.
results discussions27
Results & Discussions
  • Sponsorship Effectiveness and sponsor again

Trade-off

Depends on year revenue

results discussions28
Corporation

Corporation

Marketing Mix

Sport Property

Promotion Mix

Marketing Mix

SponsorSportproperty

Results & Discussions
  • Sport Sponsorship or Sponsor Promotion
  • Sport Sponsorship
  • Sponsor promotion
conclusions
Conclusions
  • The sponsorship in SBL
    • The Corps do claim they sponsor the teams, actually the Corps (except for ) arepassive to create the interactive sponsorship.
conclusions30
Conclusions
  • 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
Conclusions
  • 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
Conclusions
  • 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
Conclusions
  • 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
Corporation

Corporation

Marketing Mix

Sport Property

Promotion Mix

Marketing Mix

SponsorSport property

Conclusions
  • Sport Sponsorship or Sponsor Promotion
  • Sport Sponsorship
  • Sponsor promotion

Influential

Maturity

suggestions
Suggestions
  • 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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