Upcoming
SEF:04 | A Different Ball Game
SEF:04 marks the launch of A Different Ball Game, SEF's new research into sponsorship effectiveness in women's football: how brands use it today, and how to value and measure it in future. Authored by Lydia Crudge of Lunar Insight and drawing on interviews with more than 20 practitioners, the research examines how sponsors evaluate partnerships in the women's game and where current measurement understates their value.
- Lydia CrudgeLunar Insight
- Lisa ParfittThe Space Between
- Rory NatkielBox Count
SEF and Lunar, in partnership with The Space Between.
Past forums
SEF:03 | Spatial Analytics
July 2026 | Sport Industry Group, London
Experiential activity, from fan zones to festivals, has been a recurring priority for SEF members since the first forum. SEF:03 examined how its effectiveness can be measured, with Caroline McGuckian, founder of spatial analytics company Meshh, and Matt Roberts, Insight Business Consultant at Aston Martin F1, whose career in sports insight spans Formula 1, Formula E, Sky, BT Sport, ESPN and Eurosport.
SEF:02 | How The Best Build The Case
March 2026 | Wembley, London
A sold-out session on how credible effectiveness cases are built, from objectives through to evidence, with Craig Mawdsley (craig+bridget) and Tom Roach (Jellyfish), both winners of multiple IPA Effectiveness Awards. The forum also opened consultation on the scope and method of SEF's research into women's football.
SEF:01 | The Sponsorship Effect
November 2025 | Wembley, London
More than 50 sponsors, rights holders and agencies attended the launch of The Sponsorship Effect, SEF's analysis of 92 case studies coded to IPA-style standards. Breakout discussions set three priorities for future work: access to sponsor data, measurement of experiential activity, and practical approaches for teams with limited time or budget.