Research, writing and commentary on sponsorship effectiveness.
The first collaboration between the sponsorship sector and the marketing effectiveness community: a benchmark of 143 brands, rights holders and agencies that introduces a new Sponsorship Effectiveness Model.
Published on the IPA website on 7 October 2026.
A seven-stage process for measuring sponsorship, from objectives through to return on investment, with contributions from Bruce Cook of SponsorLab and Billy Ryan of the7stars.
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The most comprehensive statistical analysis of sponsorship effectiveness to date: 92 global case studies, coded to IPA-style standards to assess business, brand, behavioural and intermediate effects.
Read the reportMarketing science and evidence applied to how sport sponsorship is planned, activated and proven.
A free newsletter from Rory Natkiel for anyone who wants to make more confident sponsorship decisions: essays on what works and what doesn’t, the Sponsorship Effectiveness Hall of Fame, and the history of how sponsorship got here.
1 October 2026
Forty-eight years and one iconic clock.
MediaChat: ‘Guinness is the same brand without TV, but not rugby’7 April 2026
Marketing research isn’t cargo-cult science30 March 2026
Q&A: Rory Natkiel, founder of new sponsorship consultancy Box Count20 March 2026
Sponsorship and the tyranny of AVE16 March 2026
Why creativity is the real bottleneck in sponsorship effectiveness19 February 2026
Why sponsorship needs an effectiveness revolution3 October 2025
The new era of sponsorship effectiveness: 10 ways to maximise ROI12 February 2025
Rory Natkiel on harnessing the power of female fans24 October 2024