Rory founded Box Count because much of the sponsorship industry can't answer the most fundamental marketing question: what did this actually do for the business?
He has spent more than 15 years in senior strategy roles at agencies including Iris and Sid Lee Sport, working with brands such as adidas, Lidl and Tommy Hilfiger, across sport, culture and entertainment.
Rory is also the founder of the Sponsorship Effectiveness Forum (SEF), author of SEF's landmark research, The Sponsorship Effect, and a weekly Substack newsletter of the same name. He understands how deals get done on both sides of the table and has done the research to show which approaches actually deliver commercial results.