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
