The Baseball Teams as the Product Endorsers of their Sponsors

The survey was conducted at Chiayi City baseball stadium, a base of the Chinatrust, by convenience sampling and 400 respondents were interviewed. The results show that the baseball fans of different demographics have different motivation; baseball fans’ motivation can influence their expectation, experience and satisfaction; moreover, baseball fans’ satisfaction can influence their willingness to buy and endorser performance.

The desirable outcomes do proof that sponsors and baseball teams can create win-win situation based on a positive advertising effect. Outcomes that suggest how to foster a win-win situation will be presented to management in support of sustainable management of professional baseball and other professional sport activities.