Owing to the national baseball team suffered a setback in the Beijing Olympic Games and the World Baseball Classic consecutively, and to the professional baseball players got involved in a game-fixing scandal, Sports Affairs Council, Executive Yuan passed The Plan to Revitalize the Sport of Baseball to urge the enterprises to sponsor the city baseball teams. The purpose of this study, taking Taichung Vee Baseball Team as the example, investigated the benefit of amateur baseball teams sponsoring by enterprises, and analyzed the relationship among sponsoring enterprises’ image, preference, purchase intentions, and the cognitive degree of Taichung baseball affairs. Total of 470 on site spectators at the baseball games in Taichung area were subjects of this study. Several statistics methods, included descriptive statistics, independent-sample t test, one-way ANOVA and regression analysis, were adopted for data analysis. Several results were found as below: 1) more than four-fifth (81.1%) subjects did not use the products of the baseball team sponsor. 2) the supporters of sponsoring enterprises had higher cognition of sponsoring benefit than the subjects without opinion. 3) the subjects’ cognitive degree of Taichung baseball affairs present positive relationship with industry image and preference. 4) the subjects’ cognition of corporate image and preference present positive relationship with purchase intentions. According to the above findings and documents, the conclusions were: the male was the major spectators and has higher cognition of corporate image and purchase intentions than the female. The residential identification could promote the benefits of sponsoring. To promote local affairs would be helpful to enhance sponsoring enterprises’ image and preference. There was a huge gap between purchase intentions and actual behavior.