It's only £20m over 5 years. Who needs experts?

Rory founded Box Count, the sponsorship effectiveness consultancy, in 2026 after 15 years in senior strategy roles at Sid Lee and Iris, most recently as CSO of Sid Lee Sport. He has led strategy for adidas, Lidl, Tommy Hilfiger and OPPO, including the award-winning Lidl x UEFA EURO 2024 and Tommy Hilfiger x F1 The Movie partnerships. He is co-founder and Chair of the Sponsorship Effectiveness Forum and author of The Sponsorship Effect, Sponsorship Measurement: A Best Practice Guide and All To Play For, the first report on sports sponsorship the IPA has published.

Data Agents is an AI strategy and execution consultancy that turns marketing data into decisions in weeks. It analyses a client's own customer and marketing data in a week, then builds AI agents that keep doing that work after the project ends: segmentation, attribution and performance reporting. Simon founded it after a career in strategic analysis, CRM and performance marketing, including work for Chelsea FC, the NBA and Barclays. He built pep's Measurement Module because sponsorship was the one line on the marketing plan still reported as impressions and media value. Nobody could tell the CFO what it had done for sales.