Event History Analysis of Longitudinal Data : A Methodological Application to Sport Sponsorship

Despite its potential to make causal inferences and unearth insights related to between-subject variation over time, a small percentage of sport-related research is considered longitudinal in nature. One of the inherent challenges is that advanced quantitative methodologies, such as multi-level modeling approaches, are required to analyze such data. Therefore, this study is designed to assist those seeking to analyze longitudinal data by defining several important aspects of the event history analysis (EHA) methodology. The study’s goal is to conceptually demystify EHA by defining several fundamental concepts, including censoring, the survivor function, and hazard function, through the application of EHA approaches to the durations of sport sponsorships. The authors conclude by demonstrating the implications of utilizing EHA approaches and identifying several potential applications of EHA for future sport-related research, with the goal of encouraging further sport scholarship utilizing approaches suitable for the analysis of longitudinal data