美國銀行業運動贊助策略之分析

10.6162/SRR.2006.87.23

黃煜

大專體育

87期（2006 / 12 / 01）

144 - 151

繁體中文

1. (2004).Sponsorship spending to see biggest rise in five years.IEG Sponsorship Report,23(24),1+4.
2. (2000).Banks seek branding and broader exclusivity in wake of mergers.IEG Sponsorship Report,19(22),1+4.
3. (2001).IEG projection: Sponsorship spending will lag predicted economic rebound.IEG Sponsorship Report,20(24),1+4-5.
4. (2001).Newest property/casualty ties reflect expanded product offerings.IEG Sponsorship Report,20(1),1+4.
5. Wachovia renews sponsorship agreement with Miami Dolphins; company becomes Dolphins exclusive sponsor in the financial services category. (2003, August 27) Retrieved November 2, 2003, from http://www.sponsorship.com/News/content/4399.asp
6. (2001).Comerica lines up promos for year two of ballpark title.IEG Sponsorship Report,20(1),1+3.
7. (2002).Naming rights deal at big-league facilities.Sports Business Journal,5(36),10-11.
8. Visa Olympic sponsorship breaks records. (2000, October 9,). Retrived August 22, 2003, from http://www.adage.com/news.cms?newsId=14899
9. Andre Agassi and American Express pair up to promote the company's US Open sponsorship and special cardmember benefits. (2003, August 14). Retrieved November 2, 2003, from http://www.sponsorship.com/News/content/4346.asp
10. Weinberg, A. (2003, August 28). Quarter bankers: The new sports sponsorships. Forbes Retrieved September 14, 2003. from http://www.forbes.com/2003/08/28/cx_aw_0828one.html
11. MasterCard announces extension of unprecedented commitment to soccer's five most prestigious events. (2003, March 13). Retrieved November 2, 2003, from http://www.sponsorship.com/News/content/3871.asp
12. Bersterin, A.(2000).MasterCard twines MLB, PGA, hockey.Sports Business Journal,3(3),1+50.
13. Cornwell, B.(1995).Sponsorship-linked marketing development.Sport Marketing Quarterly,4(4),13-24.
14. King, B.(2002).MasterCard's poised for own memorable moment.Sports Business Journal,5(26),39.
15. King, B.(1999).MasterCard taps MLB's past.Sports Business Journal,2(13),1+5.
16. Lee, J.(2003).MasterCard, LPGA work out details of 3-year deal with global reach.Sports Business Journal,6(14),14.
17. Lefton, T.(2003).MasterCard suits up for playoffs.Sports Business Journal,5(50),4.
18. Lefton, T.(2002).Bonds will star in MasterCard promo.Sports Business Journal,5(6),1+33.
19. Lefton, T.(2003).(Motor) coach of the year: Visa to roll out its biggest NASCAR promo.Sports Business Journal,5(47),11.
20. Lefton, T.(2005).Visa outlines its marketing plans for the 2006 Winter Games.Sports Business Journal,8(6),4.
21. Lefton, T.(2003).Visa's Triple Crown deal wins big at the track.Sports Business Journal,6(3),25.
22. Liberman, N.(2003).Bank sponsorship takes turn.Sports Business Journal,6(3),6.
23. Liberman, N.(2003).Mergers put banks in branding mode.Sports Business Journal,6(3),6.
24. Liberman, N.(2004).Banking of sports.Sports Business Journal,7(29),19-23.
25. Liberman, N.(2002).Rights sector rebounds with big-buck deals.Sports Business Journal,5(30),33+38-39.
26. McCarthy, L. M.,Irwin, R.(1999).An examination of the rationale and motives for corporate purchase of stadia and arena naming rights.The Cyber-journal of Sport Marketing
27. Mullen, L.,Lefton, T.(2005).Visa gives up the Crown.Sports Business Journal,8(2),1+32.
28. Muret, D.(2003).Broad control of category helps sway Citizens.Sports Business Journal,6(9),3.
29. Petrecca, L.(1999).Visa's biggest-ever NFL push gets $50 mil budget.Advertising Age,70(36),1-2.
30. Stuart, J.(2003).Mastercard charges ahead with soccer.Sports Business Journal,5(48),27.
31. Woodward, S.(2000).Going for the corporate gold.Sports Business Journal,3(21),1+34.
32. 程紹同(2001)。第五促銷元素：運動贊助行銷新風潮。台北:滾石文化。
33. 黃煜(2002)。運動場上的「卡」位戰。廣告雜誌，133，22-25。

1. 黃煜(2009)。臺灣地區金融服務業贊助運動現況之分析。中華體育季刊，23(4)，128-134。
2. 黃煜(2010)。金融服務業贊助棒球運動之研究－以玉山金控爲例。體育學報，43(1)，37-51。
3. 黃煜(2010)。運動贊助活化策略之探討。中華體育季刊，24(2)，122-131。
4. 黃志成、陳嘉康、曹健仲、吳喜松(2010)。運動組織與贊助商對運動贊助目標重要性認同之評估：以超級籃球聯賽為例。臺大體育學報，19，17-36。
5. 劉慧如、莊麗君(2008)。新莊棒球場與體育館命名權出售之探討與分析。大專體育，97，47-52。
6. 謝承昀、林房儹(2013)。運動贊助網路媒合平臺考量因素及可行性評估。國立臺灣體育運動大學學報，3，47-64。
7. 徐嘉良,施仁瑞,王如鈺(2019)。阿聯酋航空公司運動贊助策略之個案探討。嘉大體育健康休閒期刊，18(1)，50-62。