2001 年 14 巻 p. 39-53
The purpose of this study is to clarify how baseball events sponsored by newspaper companies have changed as way of sales promotion to aim at the course from amateur baseball events sponsored by Osaka-Asahi, Osaka-Mainichi to professional baseball events sponsored by Yomiuri. This study gives the following findings. 1.By Taisho age(1912〜1926), the terms for holding baseball event, for example, the spread and progress of baseball, commercialization of the press, appearence of mass society, progress of railroad line development projected by railway corporations, were prepared. 2.Osaka-Asahi and Osaka-Mainichi held amateur baseball events each other with same idea that was Ichiko-baseball thinking much of winning spiritualism and collective principle.But when each company concentrated on sales promotion harder and harder, that was reflected in their amateur baseball events and it became more and more difficult for each company to embody Ichiko-baseball.And the situation made a foundation to realize professional baseball. 3.In 1924, Matsutaro Shoriki took president′s post with Yomiuri.Shoriki made Yomiuri rapid progress with business strategy that integrate event news sales and advertisemennt.Shoriki made an effort to establish not only Tokyo Giants but Professional Baseball League.This business strategy was demonstrated by baseball events especially.So it is not too much to say that professional baseball was like a Yomiuri′s possession.Yomiuri also held professional baseball events to embody Ichiko-baseball.Though Osaka-Asahi and Osaka-Mainichi had Ichiko-baseball ideal, finally they held professional baseball events in 1937.as mentioned above, I could clarify that newspaper companies have held baseball events for sales promotion.