An adhesive tape affixing equipment for pulling out a tape from a supply reel on which the tape constructed by laminating an adhesive tape on a separator tape is wound, and then affixing the adhesive tape onto predetermined locations of a substrate by pushing the tape using a press-fitting tool. A radial direction of the supply reel is arranged to intersect substantially orthogonally with a longitudinal direction of the press-fitting tool during the affixing of the adhesive tape by the press-fitting tool. Also included is a tape running route setting device for causing the tape pulled out from the supply reel to run through an area between the press-fitting tool and the substrate along the longitudinal direction of the press-fitting tool via a tape running direction changing portion being provided to at least one location.