Rory Natkiel is the founder of Box Count, the sponsorship effectiveness consultancy, and co-founder and Chair of the Sponsorship Effectiveness Forum. In 2025, he authored The Sponsorship Effect, the largest IPA-aligned statistical analysis of sponsorship effectiveness to date. A former CSO at Sid Lee Sport and Head of Strategy at Iris Worldwide, he believes live sport is the last great monocultural activity in an era of fragmented media and fewer shared experiences, and sponsorship is one of the most misunderstood and underrated marketing platforms available to brands. He writes and speaks on how creativity and integrated channel planning unlock that value, and why the industry still struggles to measure it properly.