corporate sponsorship is currently one of the fastest growing forms of marketing communication.
Corporations are hoping to achieve goals through sponsorship. Without corporate sponsorship, it is very difficult for
sports teams to survive. Therefore, it is very important to develop corporate sponsorship in the field of sports. However,
corporate sponsorship has decreased and has diminished the ability to cultivate professional athletes in Taiwan. The
field of table tennis should be concerned about this issue in order to increase the willingness of corporate sponsorship
for table tennis teams and achieve a win-win situation for corporations and table tennis teams alike. Therefore, the
purpose of this study was to explore the current state of corporate sponsorship in Taiwan table tennis teams. An
in-depth interview was used for this study to collect data. Relevant documents were used as data which included
corporate websites, the internet, newspapers and handout information from corporate representatives. Content analysis
was used to analyze data. The interview subjects were those in charge of corporate sports sponsorship. The results
indicated the following: (1) Goals of corporate sponsorship included the contribution to society, the cultivation of table
tennis players, the building of positive image, and the development of the table tennis environment; (2) Consideration f
actors of corporate sponsorship were brand image, exposure, public welfare, and marketing promotion; (3) Prevention
factors of corporate sponsorship were budget, corporative leader’s favorite teams, effectiveness of corporate
sponsorship, and shareholder’s willingness to accept corporate sponsorship. Suggestions of this study were as follow:
(1) Table tennis teams should manage their team actively in order to attract corporate sponsorship; (2) Table tennis
teams need to provide and cooperate with corporate marketing promotion in order to increase sponsorship effectiveness;
and (3) Table tennis teams should communicate with sponsors in order to encourage and promote willingness of
sponsorship.
corporate sponsorship is currently one of the fastest growing forms of marketing communication.Corporations are hoping to achieve goals through sponsorship. Without corporate sponsorship, it is very difficult forsports teams to survive. Therefore, it is very important to develop corporate sponsorship in the field of sports. However,corporate sponsorship has decreased and has diminished the ability to cultivate professional athletes in Taiwan. Thefield of table tennis should be concerned about this issue in order to increase the willingness of corporate sponsorshipfor table tennis teams and achieve a win-win situation for corporations and table tennis teams alike. Therefore, thepurpose of this study was to explore the current state of corporate sponsorship in Taiwan table tennis teams. Anin-depth interview was used for this study to collect data. Relevant documents were used as data which includedcorporate websites, the internet, newspapers and handout information from corporate representatives. Content analysiswas used to analyze data. The interview subjects were those in charge of corporate sports sponsorship. The resultsindicated the following: (1) Goals of corporate sponsorship included the contribution to society, the cultivation of tabletennis players, the building of positive image, and the development of the table tennis environment; (2) Consideration factors of corporate sponsorship were brand image, exposure, public welfare, and marketing promotion; (3) Preventionfactors of corporate sponsorship were budget, corporative leader’s favorite teams, effectiveness of corporatesponsorship, and shareholder’s willingness to accept corporate sponsorship. Suggestions of this study were as follow:(1) Table tennis teams should manage their team actively in order to attract corporate sponsorship; (2) Table tennisteams need to provide and cooperate with corporate marketing promotion in order to increase sponsorship effectiveness;and (3) Table tennis teams should communicate with sponsors in order to encourage and promote willingness ofsponsorship.
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