Understanding the rate of heat generation in a Li-ion cell is critical for safety and performance of Li-ion cells and systems. Cell performance, cycle life, and system safety all depend on temperature distribution in the cell, which, in turn, depends on heat generation rate within the cell and on heat removal rate at the cell surface. Despite the existence of a number of theoretical models to predict heat generation rate, there is not much literature on experimental measurement at high C-rates. This paper reports measurement of heat generation rate from a Li-ion cell at high discharge rates, up to 9.6C, using measurements of cell temperature and surface heat flux. As opposed to calorimetry-based approaches, this method can be applied in situ to yield measurements of heat generation rate in laboratory or field use provided that at least one a priori test is performed to measure the temperature gradient within a cell in the same ambient condition. This method is based on simultaneous determination of heat stored and heat lost from the cell through heat flux and temperature measurements. A novel method is established for measurement of the internal temperature of the cell. Heat generation measurements are shown to agree with well-established theoretical models. The effect of actively cooling the cell is briefly discussed.