The Impact on Sponsorships by the Chinese Professional Baseball League Scandal Events

In the end of the 2009, Taiwan’s baseball suffered the most tremendous difficulty in the history due to the players’ scandal of gambling and cheating in the Chinese Professional Baseball League (CPBL) games. Therefore, whether the sponsorship faced impacts is a question to the sponsors of CPBL teams.
This research intends to use consumers’ attitude toward the scandal event and other factors through the surveys, and use the statistic software, SPSS, to make a Spearman’s correlation analysis the among these factors and the benefit of sponsorships.
There were one hundred and ninety-four effective survey collected, and the analysis conclusions are as follows:
1. The gambling and cheating event does affects the sponsorships.
2. There are no remarkable effects among consumers’ attitude toward the CPBL teams and players and the sponsorships.
3. The most important factor is the sponsors themselves, in other words, are images of the sponsors, the fitness and cohesiveness between them and the CPBL.
4. There are more remarkable effects among the factors and the consumers’ attitude toward sponsorships than themselves. That means factors could affect the sponsorships directly or through the consumers’ attitude toward sponsorships.
5. The level how consumers participate in baseball activities has almost no effects on sponsorships, but it will promote consumers’ attention toward the sponsors if the activities attract consumers to participate in.