A. Jensen, Jonathan; Walsh, Patrick; Cobbs, Joe - In: International Journal of Sports Marketing and Sponsorship 19 (2018) 1, pp. 41-57
Purpose: The achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving trends in the consumption of the live television broadcasts of such events (e.g. increased usage of second...