Exploring the localization and home business strategies of the professional sports team -Formosa Dreamer case study

Yu Cheng Lu, Chia Huei Hsiao, Ming Tsung Shih, Wen Yen-Chieh, Fong Jia Wang*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


Professional sport is one of the essential core industries for the development of the sports industry, divided into two categories: team and individual sports. The main development feature of professional basketball is to compete through the home-and-away system's operation and establish a good emotional foundation with the residents through the home operation, which in turn creates recognition and support for the team and enhances the profits of the basketball organization. In recent years, Southeast Asia has developed a multinational professional basketball league, which covers nine countries. The “Formosa Dreamers” professional basketball team, a joint venture of Chinese entrepreneurs and has become the first professional basketball team in Taiwan, has chosen Changhua County as the home court. This report's objective was to explore the localization and home business strategies of professional basketball games and to summarize further and analyze the characteristics of the home business strategy of Formosa Dreamers to establish the foundation for the future development of home business sports events in Taiwan.

Original languageEnglish
Pages (from-to)120-128
Number of pages9
JournalAsia Pacific Management Review
Issue number3
Publication statusPublished - 2021 Sept


  • ASEAN Basketball league
  • Fan identity
  • Formosa dreamers
  • Home marketing
  • Taiwan basketball

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management


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