We went to the London offices of Sid Lee Sport to host Cause and Effect: Why sponsorship needs an effectiveness revolution.

A live recording featuring industry professionals from across the sport sponsorship marketplace, who came together in front of an invited VIP audience to ask some big questions as sport's role as a marketing platform for brands.

Taking part were:

Hosting the event was Charlotte Thomson, founder of The One10 Collective and formerly head of women's football at Copa90.

Joining Charlotte on stage were Charlie Dundas (GSIQ), Rebecca Martin (Barclays/ESA), and Rory Natkiel (Sid Lee Sport) as founding board members of the Sponsorship Effectiveness Forum, a not-for-profit, cross-industry platform dedicated to raising the standard of sponsorship effectiveness.

"By building benchmarks, sharing case studies, and challenging old assumptions, our mission is to help sponsorship achieve its true potential and claim its rightful place at the heart of brand building. This is just the start. Over the months ahead we’ll be publishing research, hosting events, and creating the tools the industry needs to move beyond exposure metrics and prove the real impact of sponsorship."

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