Cause & Effect: Why sponsorship needs an effectiveness revolution - Sid Lee Sport x Unofficial Partner Live

Sid Lee Sport is hosting a live podcast event with Unofficial Partner on Tuesday 23rd September.

Event details

Cause & Effect

Why sponsorship needs an effectiveness revolution

Location: Sid Lee Sport, 8–10 Back Hill, London

Time/Date: 5–7pm, Tuesday 23rd September

We’ll be exploring the future of sponsorship - why it's growing, what’s holding it back, and how an effectiveness revolution is needed to make the case for increased investment.

The podcast will cover:

• Why sponsorship is becoming a first-choice channel, delivering rare “all-eyes-on” moments
• The effectiveness problem: still seen as a logo-reach play, underselling its impact
• The measurement gap: why sponsorship still struggles to show its contribution to the bottom line
• The effectiveness revolution: exposure tracking, attribution models and MMM, new standards, and shared knowledge
• The way forward: integrating sponsorship with econometrics, and launching a new cross-industry initiative to tackle the industry’s biggest unanswered questions

Speakers: Charlie Dundas - Co-Founder, GSIQ; Rory Natkiel - Chief Strategy Officer, Sid Lee Sport; Richard Gillis - Owner, Unofficial Partner

What you’ll take away:

For CMOs & Marketing Directors

• How to measure the true impact of sponsorship on brand and business performance and where it fits in your wider media mix.

For Sponsorship Directors & Managers

• The evidence and tools you need to secure bigger budgets and demonstrate return on investment internally.

For Rights-holder Commercial Directors

• How to prove sponsorship’s value beyond exposure and gain a competitive edge when attracting and retaining partners.

For Partnership Managers

• Practical approaches to help sponsors maximise their return – unlocking incremental investment and driving renewal rates.