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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands