Sponsorship is a significant and growing part of the marketing mix, but it operates without the shared evidence base, measurement standards or recognised effectiveness benchmarks that other marketing disciplines take for granted. Brands invest billions in sponsorship every year, yet the industry still lacks a credible, consistent way to evaluate whether that investment is working.
The Sponsorship Effectiveness Forum was founded in September 2025 to change that. Our purpose is to raise standards in sponsorship effectiveness by developing shared evidence, consistent practice and collaborative learning across rights holders, brands, agencies and researchers.
SEF's goals are to:
SEF recognises that sponsorship generates outcomes through a combination of strategic clarity, commercial negotiation, creative execution, activation planning, media strategy, live experiences, channel integration, and data analysis. Each activity constitutes an area of expertise in and of itself.
SEF brings together strategic, creative and analytical perspectives to understand what makes sponsorship work and how to demonstrate its impact. While fundamental to evaluation, data and research alone do not create effectiveness. They help reveal the scale and nature of the outcomes achieved.
SEF undertakes and publishes original research on sponsorship effectiveness, beginning with The Sponsorship Effect and expanding through future studies and resources.
SEF promotes transparent, replicable approaches and works to improve the consistency of sponsorship case studies, data capture and evaluation practice.
SEF develops training and practical resources that help practitioners plan, activate and evaluate sponsorship to a consistent standard, whatever their experience or budget.
SEF convenes the industry through events and working groups across areas including research and methodology, data standards and case libraries, training and capability, partnerships, and community.
SEF seeks to work with organisations including the IPA, WARC, ESA, Sport Industry Group, the UK Sponsorship Awards and other industry and academic bodies to improve case sharing and effectiveness standards.
Founder & Chair, SEF
Founder, Box Count
Rory Natkiel is the founding chair of the Sponsorship Effectiveness Forum. His background spans senior agency strategy roles, with work for global brands on projects combining brand planning, sponsorship and creative strategy, and establishing effectiveness cultures within teams and organisations.
Co-founder, SEF
Founder, GSIQ
Charlie Dundas is Managing Director at GSIQ and brings extensive experience in data and analytics, including time at YouGov Sport. His expertise spans econometrics, forecasting and the practical use of exposure and behavioural data to understand marketing impact.
Co-founder, SEF
Head of Commercial Partnerships, The Football Association
Sarah has held roles on both the agency side, including as UK MD at Fuse, and the rights-holder side, giving her a broad view of how partnerships are developed and evaluated. At The FA, she works to deliver long-term brand growth and commercial value for partners.
Branded Sport Director, Sport by Global
Before her recent move to lead Sport by Global, Rebecca held senior sponsorship roles at Barclays for many years. She worked across one of the UK's most established sponsorship portfolios, focusing on how partnerships support brand positioning and long-term customer outcomes.