The Sponsorship Effect

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Published in November 2025, The Sponsorship Effect is the most comprehensive statistical analysis of sponsorship effectiveness to date.

 

The study examined 92 global case studies, coded to IPA-style standards to assess business, brand, behavioural and intermediate effects.

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The findings are clear:

• High-performing sponsorships are defined by integrated objectives, disciplined activation and robust KPI frameworks, not scale alone.

• Lower-performing partnerships rely on exposure metrics, fragmented measurement and weak links to commercial outcomes.

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Box Count applies these insights from The Sponsorship Effect and Rory's ongoing research into sponsorship effectiveness to design partnerships that deliver measurable commercial contribution.