It's only £20m over 5 years. Who needs experts?

Rory Natkiel

Box Count

Rory is one of the sponsorship sector's leading experts in effectiveness, having arguably done more than anyone else in recent years to move the industry towards the evidence-led approach of marketing effectiveness. He founded the sponsorship effectiveness consultancy Box Count in 2026After 15 years in senior agency strategy roles, working with sponsors including adidas, Lidl, Tommy Hilfiger, and OPPO. Rory is also the co-founder and Chair of the Sponsorship Effectiveness Forum. He authored SEF's 2025 flagship report The Sponsorship Effect and, more recently, Sponsorship Effectiveness Fundamentals, a joint publication between SEF and The IPA published in October 2026.

The methodology in the Strategy Module is the one he uses with clients.

Simon Spyer

Data Agents

Simon Spyer is the founder of Data Agents, an AI strategy and execution consultancy that helps marketing teams turn their customer, CRM and performance data into decisions. Before that he spent his career in strategic analysis, competitive intelligence, CRM and performance marketing, building measurement frameworks for brands that needed to defend their spend to a board. He built pep's Measurement Module because sponsorship was the one line on the marketing plan that still got reported as impressions and media value, and nobody could tell the CFO what it had done for sales.