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By [[author]]何光明 and 何光明


[[abstract]]The purpose of the study was to analyze the commercial benefits of Mizuno Taiwan Corporation’s sponsorship at 2003 National Athletic Games held in Taipei County. Literature review, in-depth interview and statistical techniques were used to explore the effectiveness of the Mizuno’s sponsorship. The conclusions are as the followings: 1. The original budget for 2003 National Athletic Games was estimated about $310 million NTD. $120 million NTD was provided by the central government for the Games and Taipei County collected $190 million NTD. With 120 corporate sponsors’ support, Taipei County government had raised $200.172 million NTD, which exceeds the initial budget requirement and accounts for 64.5% of total budget. This event has set a new record high for corporate sponsorship for National Athletic Games. 2. The motivations of Mizuno Taiwan’s sponsorship is 1) to improve brand awareness, 2) to promote business social-responsibility image, and 3) to increase product sales. The findings are consistent with the expectation. 3. 660 subjects were randomly selected. The survey was conducted on-site to collect the immediate response from the participants at 2003 National Athletic Game. In total, there were 596 valid responses (90.3%). There were 357 male participants and 239 female participants. The most frequent age distribution was between the ages of 26-35, which accounts for 32.6%. The most common occupations are students (26.8%), and armed forces/public servants/teachers accounts for 26.7%. The majority, 57.4% have listed university or college as the highest level of education they have attained. When asked about brand impression of sponsors, using the ANOVA analysis, the gender, the age, the occupation, the highest level of education attained and personal income were significant variables. Significant variables when asked about consumer preferences about the sponsor’s products include the gender and the occupation of the respondent. The gender, the occupation, the highest level of education attained and personal income been proven to be significant when talking about purchasing sponsors’ goods. 4. There were 609,905 website hit on 2003 National Athletic Game official website, and the commercial appeared on television for 706 times. The total value of advertisement reached around $16.704 million NTD. 99.2% of the attendants could correctly identify Mizuno Taiwan as the main sponsor of 2003 National Athletic Game. 40% of the attendants had ever bought Mizuno’s product during the period of 2003 National Athletic Game. It met Mizuno’s marketing challenges. A survey was conducted after Mizuno sponsoring the event, key questions were asked of the company. The findings show that the expected effectiveness and sales quota were increased by more than 30%.

Topics: 企業贊助, 運動贊助, 贊助效益, 全國運動會, Corporate sponsorship, sport sponsorship, sponsorship effectiveness, National Athletic Games, [[classification]]59
Year: 2010
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