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. • 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 • 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
Sport Property： 、Teams values resources Multi-wins Achieve Marketing Objectives Increase ads revenues Media Corporations (Cheng, 2001) Introduction-Background • Golden Triangle Relationship
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
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 • 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 • Phone Survey • Corporate managers from 10 sponsors. • Expected Benefits • Evaluation • Effectiveness
Teams’ Sponsors Yulon Dinosaur Motor Company
Videoland Hunters Teams’ Sponsors Videoland is one of Taiwan's major satellite television providers, offering six channelsof programming.
Re-Li TAIYEN FTV Teams’ Sponsors Taiwan Beer Taiwan Tobacco & Liquor Corporation
Teams’ Sponsors Dacin Tigers Construction Company LP Support NIKE
ET-TV Antelopes Taiwan Bank Sina Lions Teams’ Sponsors Multimedia Group Web Co. Bank
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 • Sponsor Motivation Trade-off The media exposure package suggested by the Ads agency.
Results & Discussions • The initiation of Sponsorship Trade-off
：TOP GAME ：Star characteristic ：Team already be product user Results & Discussions • Objectives Consideration
Didn’t pay anything Results & Discussions • Logo on the jersey • Presented as official sponsor • Few tickets • Promotion activities • Sponsorship Type
Results & Discussions Benefits of Sponsorship
Results & Discussions Benefits of Sponsorship
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 & Discussions • Sponsorship Evaluation • Broadcasting, media report • Viewer rating • Population: spectator, participate Only focus on with it or not, not evaluate quantitatively.
Results & Discussions • Sponsorship Evaluation • Follow the contract means the success of sponsorship. Therefore, it isn’t necessary to evaluate it.
Results & Discussions • Sponsorship Effectiveness and sponsor again Trade-off Depends on year revenue
Corporation Corporation Marketing Mix Sport Property Promotion Mix Marketing Mix SponsorSportproperty Results & Discussions • Sport Sponsorship or Sponsor Promotion • Sport Sponsorship • Sponsor promotion
Conclusions • The sponsorship in SBL • The Corps do claim they sponsor the teams, actually the Corps (except for ) arepassive to create the interactive sponsorship.
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”.
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)
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.
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.
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 • 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.
Thanks for Your Attention Contact: Ya-i Wang firstname.lastname@example.org Li-chien Chen email@example.com