Sports are not only physical and mental activities, but also include leisure and entertainment activities. Sports leisure and entertainment marketing is an element of sports promotion that involves a wide variety of sectors and events in the sports industry. This particular style of marketing is concerned less with using a single strategy and more with using the content of sports, leisure and entertainment to assist online marketing efforts. This study examines the behaviors of Taiwan sports behaviors and market, a total of 1200 valid questionnaire data is organized for a database design. Data mining approach for entertainment computing, including cluster analysis and association rules, is used to determine the sports models of delivery and products. Using cluster analysis, we divide Taiwan sports participants into three clusters and then find each group’s profiles. In addition, this study implements a rule-based recommendation approach, association rules, for investigating subjects’ sporting as well as leisure and entertainment behaviors in terms of sports leisure and entertainment marketing and personalized recommendations.
