- 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...