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[籃球 重點] SBL票房慘澹,問題怎麼看?

自從新任體育署長上台之後,除了宣示職棒棒協兩會的合作模式之外,另一個重點就是將現在籃球協會半職業賽事SBL帶入職業化,使台灣也有一個職業籃球聯盟。這樣的宣示基本上也定調了體育署的立場,用更具規模的職業運動來帶動台灣的體育風氣。這樣的方向是對的,不過卻也讓現在SBL的母球團卻步,甚至連中華民國籃球協會理事長丁守中也表示,職業籃球在台灣目前市場不夠,還是要與大陸CBA合作才能有效推廣台灣籃球,但真的是這樣嗎?

SBL沒票房,所以沒市場?

SBL這幾年票房每況愈下,甚至連總冠軍賽的觀眾人數都寥寥可數,但不管是裕隆老闆嚴凱泰,達欣老闆王人達都異口同聲,台灣現在沒有職業籃球的票房與市場,但是職業化之後球員薪水反而提高,因此對於成立職業籃球都不是很有意願(新聞稿:SBL職業化 裕隆嚴凱泰不看好)。

有去看過現場賽事的應該可以知道,SBL現在一天兩場比賽,一張票可以看兩場,而且都在不到五千人的場館用簡陋的規模來比賽,這樣的賽事就跟扮家家酒一樣,縱使有精彩的內容與強度高的賽事,卻很難累積球迷的熱情。更何況球星呢?通通西進到大陸,留不住明星,沒有好賽事,沒有好場館就想要票房?SBL這樣下去也就只是惡性循環而已。

明星球員西進,少了明星的SBL要如何帶出票房?

對比現在中華職棒,各家球團明星球員薪水一個比一個還高,林智勝甚至都可以拿到月薪120萬,那SBL的明星在哪裡,沒有球員明星,又如何累積球迷甚至關心台灣的籃球。從2009年開始,SBL開放球員西進大陸打CBA,也就是籃球協會理事長丁守中口中說的與CBA合作,因此許多知名的球星像是林志傑、田壘、甚至連新生代的劉錚也都在大陸有一片天,由此可以看出,台灣球員人才並未留在台灣,用好聽的說法是到對岸打更強的賽事,等到國際賽事的時候就必須接受國家隊邀請徵招。如此可以讓球員可以在強度更高的CBA磨練,提升球員強度。球員還可以拿到更多的薪水。

但這樣的結果就是讓台灣的球團無法留住明星球員,球團少了明星,更少了球迷的熱情,也帶不起民眾對於籃球的興趣,因此籃協理事長認為,與CBA合作對台灣有利的一番話,我相信在民眾的眼中可能又是另一個感受了。

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台灣一般民眾提到籃球,第一印象不是Curry,就是林書豪 (圖:林書豪粉絲團)

在台灣說到籃球,就一般民眾的第一印象,不是裕隆達欣甚至是璞園富邦,而是林書豪或是Curry(Jams表示: 還有我哩),或許還有人會記得林志傑或是田壘,稍微有關心台灣籃球的人也還會知道這些球星在大陸打球,但卻說不上他們的成績如何,除非你真的對球員很有愛,還會特別到網路上找找他們的影片。但台灣畢竟看不太到CBA的比賽,電視管道只看的到NBA、SBL,因此一些本土球星在西進大陸之後,台灣球星對台灣人的影響就越來越有限了;優秀的球星對於推廣運動來說,只有加分沒有減分。更何況運動品牌會找球星代言,同時也會增加民眾對於該運動項目的關注度,但品牌除了找最高階賽事的球星代言外,不會找在異地中階聯盟發展的運動選手,因而這幾年在台灣看到的運動品牌籃球項目幾乎都是NBA的球星代言,而沒有任何台灣籃球在CBA打球的好手,球賽縱使有太多話題與精彩的火花但都只是一瞬間,在推廣的效益來說當然不若球員的長期經營來的更有用。

最高級的賽事,沒有推廣的效益

SBL照理來說絕對是台灣最高階的賽事,但今年總冠軍賽票房屢創新低,甚至有單場不到三千個觀眾的情況發生( 冠軍賽票房低迷慘澹 籃協:SBL遭遇嚴重瓶頸 ),縱使籃協把問題導向中華職棒的開打影響,但本季票房在創歷年來新低是事實,七個球團照理說各自發揮所長各自行銷自己的球隊與球員,加上對戰組合多元的前提下,SBL應該受到球星出走的影響不會太大,甚至可以重新塑造隊上好手成為新一代的球星。事實卻不然,從嚴凱泰王人達的發言,以及各球團的表現上來看,除了富邦有積極做行銷動作,真的把球團當作職業球團來經營,其他六隊球團幾乎都是公務員心態,畢竟不是職業賽,派好手去打完比賽了事,沒有想到互相拉抬整個大環境的重要性,將行銷工作只交給轉播單位卻不思自己該做的工作,我相信都是SBL票房每況愈下的主要原因。

其實我們反觀高中籃球HBL總冠軍賽除了在小巨蛋萬人場地開打之外,學校更配合主辦單位自己有設計LOGO,甚至有些學校還有吉祥物,行銷規模與SBL不相上下,加上高中生的賽事雖說常常差異過大,精采度不會比SBL好看,但是年輕的熱血拚勁加上同學的熱情,幾乎把HBL推向成為台灣最熱門的籃球賽事,總冠軍賽就算在萬人小巨蛋的場地也是可以滿場,這些應該都值得現今SBL球團老闆借鏡與反思。

SBL職業化與否不是很重要,但籃協辦比賽最重要的目標就是把籃球這個運動項目帶入民眾的生活,而不該只想與對岸合作卻忘了國人漸漸少了對籃球的期望與想法,更少了參與的熱度。職業化或許可以迫使球團更積極面對球隊的經營與態度,更積極去建立球迷的關係以及注意球隊本身的實力。當這些基本的經營態度拿出來之後,賽事的精彩度也會慢慢提高,或許也會更願意付出更多的報酬去留住人才,進而讓國人願意花一部分的心思去關注台灣籃球的發展。

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除了歸化的戴維斯,SBL也有其他洋將來增加比賽的強度與精彩度,但真的是國人想看的嗎?

目前SBL為了提升精采度與強度,也有引進洋將,因此讓民眾有印象的球星回來打球,強度應該不是太大的問題,剩下的就是位子與薪資。場上同一時間最多才五個人,被洋將卡住一個就剩下四個,因此好手上場的時間也有限,球員能發揮的空間也變得壓縮,但國人看SBL重點還是想看自家國手的發揮,而不是單單只看老外打球,就算要看也可以看NBA又何必來看你SBL;因此SBL該重新思考自己的賣點與定位,找回以往國人熟知的球星,並加強與籃球最高殿堂NBA的合作方向,重新燃起國人對〝台灣籃球〞的熱度,而不只是單單對〝籃球〞的喜好。台灣的籃球才會有更多進步的空間。

 

 

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