New consultancy tackles sponsorship value gap

A London-based marketing consultancy has launched with the aim of helping brands unlock greater value from sponsorship deals by applying more rigorous measurement and strategy.

Box Count has been founded by Rory Natkiel, former chief strategy officer at Sid Lee Sport, who has spent more than two decades working on global partnerships for brands including adidas, UEFA, Tommy Hilfiger and Pizza Hut.

The consultancy aims to address what Rory believes is a longstanding gap in the sponsorship market, where success is often measured through metrics such as impressions and social engagement rather than clear commercial outcomes.

Box Count will offer services across sponsorship strategy, activation planning, measurement and evaluation, as well as effectiveness transformation. 

Its approach draws on research conducted through the Sponsorship Effectiveness Forum, an industry platform established by Rory to analyse global case studies and promote evidence-based sponsorship practices.

Rory says he is already in discussions with brands and rights holders seeking clearer ways to demonstrate the commercial value of sponsorship partnerships.

He said: “The sponsorship industry has built itself around the deal. 

“Shift the rights, divide up the inventory, worry about the rest later. 

“Activation’s an afterthought and measurement gets cut because nobody wants to pay for it. 

“The end result is brands with billions on the table and no real idea what’s working. 

“That's not a measurement problem; it's a strategic one.”

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