超級籃球聯賽球團經營收入之探討

Where is the Money From? A Study on SBL Team

10.6204/JRSHP.2010.03.04

邱偉盛(Wei-Sheng Chiu)

超級籃球聯賽 ； 球團 ； 經營收入 ； Super Basketball League ； Team ； Operating Revenue

休閒運動保健學報

3期（2010 / 12 / 01）

43 - 52

繁體中文

超級籃球聯賽（Super Basketball League，以下簡稱SBL）開打至今邁入第七個年頭，前四年愈打愈熱，整個聯盟情勢一片看好，但在第五年整個聯盟開始狀況不斷。本文藉由文獻蒐集的方式，瞭解目前SBL的組織現況以及從門票收入、轉播權利金、廣告贊助收入及商品銷售四個部分瞭解目前SBL的各球團的經營收入，並分析各球團經營收入的問題。結果發現目前SBL各球團的經營收入主要來源為轉播權利金以及母企業的贊助，母企業以外的贊助極少；門票方面則是全部歸屬於中華民國籃球協會；商品銷售的部分也並不是各球團主要的收入來源。而目前收入來源的狹隘化可以說是目前SBL各球團所面臨到最大的問題，過度仰賴轉播權利金與母企業的贊助容易使球團經營陷入困境。然而在SBL組織現況中缺少一個有效的經營模式，導致在分配門票收入、轉播權利金和贊助廣告收入的財源上，出現許多的問題。本文藉由一般職業運動的四大收入探討SBL球團目前之經營收入現況及問題，希望能對SBL球團的經營能提供益處，幫助SBL的發展。

Super Basketball League (SBL) has played so far in its seventh year. It is getting hotter in the first four years, but after the fifth year, the situation began to keep going down. Based on literature collection, the goal is to understand the organization of the current status of SBL and understand the revenue problems from ticket sales, TV rights, sponsorship revenue and merchandise sales. The results found that the main source of the revenue of each SBL team is the TV rights, and the sponsorship from parent company; tickets sales are fully vested in the Chinese Taipei Basketball Association; merchandise sales are not the main income of each team. The current source of income is too narrowed and the largest problem of each team is over-relying on TV rights, sponsorship of parent company. And the team management is easy to get in trouble. However, the current situation in the SBL organization is absence of a valid business model. It is caused the problems of ticket sales, TV rights and sponsorship advertising revenue. This article explores the major four revenues and problems of the SBL teams, and hopes to help the SBL development.