Jason P. Berkowitz
Craig A. Depken II
and John M. Gandar

In this note, we comment on a recent paper in the journal that proposes a new normalization procedure when converting tennis betting odds to the implied probabilities of each player winning. The new procedure is especially germane for matches in which there is a heavy favorite and where there is concern that traditional conversion methods understate the true probability of the favorite winning. However, in this comment, we argue that the new adjustment, while an interesting contribution, suffers from at least three limitations that make the procedure relatively costly while not materially...Read more

Jonathan A. Jensen and Brian A. Turner

Despite considerable advances in the application of advanced analytics across the sport industry, sponsorship revenue forecasting still largely relies on a decades-old methodology, the renewal rate. This paper performs the first application of event history analysis (EHA) approaches to quantitatively analyze the duration of Olympic and World Cup sponsorships, to determine not only the percentage of sponsors who renew, but when sponsorships are most likely to continue, when the probability of a sponsorship ending is highest, and their median lifetimes. Consistent with prior applications of...Read more