「運動贊助」是近年庲企業界相當熱門的行銷活動之一，原因是現代人重視運動與健康，對運動相關訊息格外留意，因此各種運動賽會吸引力和廣告效力劇增，企業界為行銷產品或增加知名度，自然趨之若鶩，樂於提供金錢、物資、人力、技術等支援，運動贊助的風氣於焉大開。 「體育活動」包羅萬象，但皆植基於各種運動技術，體育若要發展成功，培養優秀運動選手、提昇運動技能水準、舉辦基型優質賽會、提高競技精采度等，都是不可或缺的要務，而這些工作都仰賴充裕的經費和八源，才能順利進行。換言之，若能得到足夠的贊助支援，體育發展必可事半功倍，提供運動贊助的企業，也可藉著運動賽會或優秀選手進行商業行銷，達到獲利的目的，實則「運動贊助」與「體育發展」是休戚與共、互利互惠的生命共同體，兩者若能緊密合作，必能共創榮景，邁向「雙贏」的圓滿結局。

　　　　　”Soprt sponsorship” has been one of the most popular promotion activities of private enterprises in recent years. The reason is people pay more attention to their health conditions, and do more sports than before. It means they are regardful of sports information, such as where and when the competitions will be held. Therefore, private enterprises are willing to support sport competitions with funds, materials, human resources and skills in order to promote their own commercial products. “Physical education” is almost all-inclusive but based on sport skills. Successful development of physical education relies on excellent athletes, high-class sport skills, good-quality competitions and brilliant sport performance. All of these are in great demand for financial aid. In other words, development of physical education gets twice the result with half the effort if it receives enough sponsorship, and private enterprises will happily reap a bumper harvest from the promotion by means of their sport sponsorship. From this points of view, sport sponsorship and physical education seem to be the brothers who share weal and woe. If they are very cooperative, not only physical education but also the sponsor enterprises will achieve distinction and complete success in both respects.