LAUSR

Abstract 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 modelling approaches, are required to analyse such data. Therefore, this study is designed to assist those seeking to analyse longitudinal data by defining several important aspects of the event history analysis (EHA) methodology. The study’s goal was 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.