Raising the standard of sponsorship effectiveness
The Sponsorship Effectiveness Forum is a cross-industry
initiative building the evidence base, measurement standards and recognition programme that sponsorship has never had.
New SEF & IPA Research
Take part in the first industry benchmark since 2018
The last cross-industry benchmark of sponsorship measurement was the ANA and MASB's Improving Sponsorship Accountability Metrics, over eight years ago. Since then the money has grown, finance-side scrutiny has sharpened and effectiveness standards have moved on. Yet sponsorship still has no current reference point for what good looks like.
The Sponsorship Effectiveness Forum, in collaboration with the IPA, is setting the new one. We're benchmarking how objectives are set, how effectiveness is measured, how much is invested in it, and how openly partners share data. To get this right, we need all three sides of the table. Findings launch at the IPA Effectiveness Conference in October.
Add your view - it takes just 10 minutes.
The Sponsorship Effect
92 Case Studies
The largest statistical analysis of sponsorship effectiveness ever conducted.
Commercial Outcomes
Sponsorship can drive hard business results - but most organisations are not set up to plan or measure it that way.
As featured in
Get involved
The Sponsorship Effect and SEF:01 were the starting point. The work continues through:
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An expanding case study database built to IPA-standard coding methodology
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New research into specific areas of sponsorship
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Working groups, future events and ongoing publications
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New standards and guidance for sponsorship measurement and evaluation.
If you are a sponsor, rights holder or agency and want to contribute to the development of new standards for sponsorship effectiveness, we want to hear from you.