Advertisement typicality: A longitudinal experiment - Can sponsors transfer the image of a sporting event to their brand?

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Management Slant

  • Advertisement typicality is key to the transfer of an image from an event to a brand over time.
  • The restricted nature of some event elements, such as logos or taglines, improves the perceived typicality of an advertisement, so official sponsors may enjoy an edge.
  • Discrete-choice experiments provide a useful and reliable tool to determine the levels of typicality of various combinations of event-related elements.


Global sponsorship spending is expected to exceed US$60 billion in 2016 (IEG, 2016). Major sporting events continue to draw unsurpassed media attention (Gijsenberg, 2014). An estimated cumulative television audience of 4.8 billion people...

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