Hi everyone,
I had planned to get a newsletter out today, but I'm now two weeks through my first experience of the school holidays (my son just finished reception/kindergarten). I’ve realised the summer holidays are yet another thing people don't tell you about before you have kids, or you'd never have them.
I do actually have a post in final draft, but the reason I didn't publish it is it's a new format I'm working on - and it's linked to why I've decided to turn on paid subscriptions once new service resumes.
It's partly because the work required to get a good quality weekly newsletter out there is significant, and that time could otherwise be spent on paid endeavours. But also because there are methods, tools and insights I can share that I would typically expect to include within a paid-for training session or conference, if I go into more detail on particular topics.
So the monthly Effectiveness In Practice newsletters will now be subscriber-only. They will also much more substantial (5k-10k words compared to my usual 1.5k-2k), with comprehensive deep dives that will both inform and provide tools to put into practice. The first will be next week's Complete Guide to Brand Trust and Sponsorship (currently sitting at 11k words… hence the need for an edit and a delayed release!)
I will also be adding a monthly subscriber-only podcast featuring conversations with people from both the sponsorship sector and the wider effectiveness community, and a quarterly Ask Me Anything webinar.
Free subscribers will continue to have full access to the Historical Deep Dives, Hall of Fame and Problems to Fix newsletters, as well as continued access to all the content I've published to date.
I've intentionally kept the monthly subscription low at £4 per month, and of course will continue to aim for insightful, interesting and useful content for everyone irrespective.
And whether you decide to subscribe or not, thanks for your continued support.
Rory
In a slightly pinch-me, career-bucket-list kind of moment, I'll be at the IPA Effectiveness Conference in October, sharing the stage with the likes of Orlando Wood and Les Binet. I'll be representing SEF, and presenting the findings of our research into the current state of sponsorship effectiveness practice.
Grab your tickets here https://events.ipa.co.uk/events/ipa-effectiveness-conference-2026/?uid=ebcc4d86-8bcb-f011-8544-7ced8d6b404f
If you haven't taken part in the research yet, please do. You can find the details via the SEF website www.sponsorshipeffect.org
And if you’re in the Central European region, there really is no better sport business event than the annual SPORTO Conference in Slovenia. It's got a brilliant speaker line up, and I can't wait to visit Slovenia for the first time.
I’ve had a few conversations recently that made me realise there's some potentially useful bits of content tucked away in articles that people have missed, so here's a selection of my favourite articles from the first six months of The Sponsorship Effect.
The Power of Integrated Sponsorship Objectives (includes the sponsorship objective framework)
In Defence of Exposure (includes the Sponsorship Integration Model)
Sponsorship Is A Rainforest, Not A Machine
What Gary Lineker and the Honey Monster can teach us about partnering with sport celebrities
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