運動一直都是企業贊助的最愛，與運動結合後所帶來的商機也讓各企業趨之若鶩。運動贊助已由過去基於慈善或公司經營者個人因素對活動事件的零星資助，轉變為公司行銷溝通組合中不可或缺的要素，其目的就是希望能夠藉由贊助來增加產品的曝光率，並且進一步希望強化形象聯想、讓消費者產生購買產品的意願。而企業為確保贊助活動符合其贊助目的，贊助效益的評估就顯得不可或缺，評估的結果就如同是企業投資報酬率的報告。而本研究選擇台灣最受歡迎的職業棒球運動來做為探討企業贊助效益之主題，希望提供企業未來一個擬訂行銷計畫、規劃行銷活動時的參考方向。
本研究想透過觀看完比賽的球迷，對於職棒贊助廠商的廣告是否有印象，亦即是否可以回想及辨識出贊助廠商的名字來衡量運動贊助之效果，進而探討消費者是否因此提升對贊助廠商的形象聯想與增加購買意願，並以 LISREL 進行資料分析，實證結果顯示，贊助廠商品牌認識度的提升有助於其形象聯想的建立，而贊助廠商的形象聯想與消費者的購買意願亦有顯著的正向關係，但品牌認識度對購買意願的直接效果並不顯著。當消費者的職棒涉入度越高時，企業就越容易藉由運動贊助來強化本身的品牌認識度與形象聯想間的關係。

Sport has always been the largest category of sponsorship, and the business opportunities brought by the combination with sport greatly allure many enterprises. In the past, the motives of sport sponsorship were often a mixture of patronage and personal fulfillment by corporate owners as patrons, but nowadays the sport sponsorship is indispensable to the marketing communication in a company. The aim is to increase the exposure of products through sponsorship, and furthermore to strengthen image association of sport sponsors, so that the consumer’s willingness of purchasing the products increases. The enterprises make an assessment of sponsorship benefits to ensure effectiveness, and the results of assessment can be regarded as the ROI report of enterprise as well. This study selected the most popular professional sport, namely the baseball, in Taiwan to explore the effect of sponsorship and with the hope of contributing to the marketing affairs of the firms.
This research used the impression of sponsors’ ads by the fans to measure the effect of sport sponsorship, thereby affecting its image association and the purchasing intention of consumers. The LISREL data analysis approach is adopted. The results have shown that brand awareness of sport sponsors has a significantly positive effect on its image association, and there is a significantly positive relationship between image association and purchase intention. But the direct effect of the brand awareness and purchase intention is not significant. With higher consumer involvement in baseball, the enterprises can strengthen the relationship between brand awareness of sport sponsors and its image association.

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