A Study of the Effects and Benefits of Enterprises Sponsoring Super Basketball League Tournaments —Consumers’ Perspective

[[abstract]]The main purpose of the study was to investigate the effects and profits of enterprises sponsoring Super Basketball League (SBL) tournaments. This study also examined: a) Consumers’ attitude towards SBL; b) Consumers’ attitude towards the sponsors, c) the change in sponsor awareness, sponsor image enhancement and consumers’ intent-to purchase. A selected audience (N=458) attending the 2007 SBL Season 4 tournaments, was used to collect data to study “The Effects and Benefits of Enterprises in Sponsoring Super Basketball league Tournaments”, through the use of a customized questionnaire we designed as our research tool.The data was analyzed with the following methods: descriptive statistics, one-way ANOVA analysis, simple correlation analysis and canonical correlation analysis. The results are listed below: 1、Female consumers under 20 yrs old, with pocket money less than 3000NT and attending games for more than 16 times have better attitude towards SBL. They consider themselves enthusiastic supporters of SBL and being knowledgeable about SBL plays an important role in their daily life. 2、Consumers between 16-20 years of age have the most positive change in awareness. Those aged in 16-20, 21-25 yrs and with pocket money between 1001-3000NT are most affected by sponsor image enhancement. Consumers between 16-20 yrs old or older than 31 yrs old are most likely to have intent-to-purchase, for which the consumers would favor the sponsors more and tend to purchase and use products of the sponsoring enterprises. 3、There is a canonical correlation between consumers’ attitude and a sponsor’s profitability. This research shows that consumers’ knowledge of the corporate philanthropy of sponsoring enterprises could have a major influence on consumers’ change in awareness & intent-to purchase and sponsor image enhancement. This study suggests the enterprises to focus on creating positive relationship with young consumers by making flexible marketing and sponsoring strategies. Besides, the enterprises should try to make the public more knowledgeable about SBL. Finally, the researcher suggest the enterprises to keep on sponsoring SBL with philanthropic attitude and put more attention to make baseball a popular sport in Taiwan.