運動贊助已成爲企業重要之廣告與行銷通路，在短期聚集大量現場觀眾、可以透過電視轉播之運動賽會，成爲企業贊助之新寵，本研究藉由置入性行銷與運動賽會之廣告行銷現況，探討二者之合作與運用模式。運用「置入性行銷」的廣告行銷手法是用增加曝光機會來提高贊助企業的辨識度，讓企業更重視運動賽會之贊助成效，積極投入資金贊助運動賽會，因此，運動賽會可以運用本身的主導優勢，透過腳本台詞置入模式、螢幕畫面置入模式及戲劇情節置入模式等，將贊助企業的廣告置入其中，提高贊助企業或商品的曝光度與贊助效益，運動賽會主辦單位如能將比賽場地、賽會文件、周邊藝文活動與表演及典禮儀式等，進行廣告資源之整體規劃，透過社會贊助之媒合，將可提高運動賽會之廣告與行銷效益，藉以獲取更多的企業贊助。

Sport sponsorship has become to corporations' important tools in advertising and placement. Not only can gather spectators on the spot but also can draw viewers fast from television. The purpose of this research was to discuss the operation model of placement marketing and sport sponsorship in events. By using placement marketing, corporations can gain more exposure and recognition. Moreover, the corporations will pay much attention to the marketing effect of sponsorship in events and sponsor in events enthusiastically. Therefore, events can use its own advantage by placement marketing to gain more exposure and sponsorship effects, such as script placement and screen placement and plot placement. Lastly, the event organizer should organize all the resources and make a good strategy to attract more corporations' sponsorship.