In recent years, several local companies have realized that an effective sports marketing campaign can help sell their products overseas. Computer-maker Acer Inc, for instance, sponsors the Ferrari racing team for around NT$100 million a year, while BenQ Corp (明基電通) became an official sponsor of the 2004 European Football Championship to enhance its brand image.
Return on Investment
Giant Manufacturing Co (巨大機械) sponsored ONCE Road Team, which won the 2002 Tour de France championship. In return, Giant saw doubled sales of its high-end bicycles priced over US$1,000.
Cheng sees a huge business potential in developing sports marketing. Professional baseball tournaments alone are estimated to create a market worth NT$1 billion a year, according to deputy general manager Lin Chiang (
"In five years, I believe we'll have professional structures operating sports marketing in Taiwan," Cheng said.
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