The four fastest-growing sponsorship categories are all business-to-business, so we’ve identified B2B brands to target who are exhibiting strong buying signals

caytoo’s analysis of sponsorship deals signed around the world during the third quarter of 2025 revealed the four fastest-growing categories – in terms of the percentage of deals they accounted for in Q3 2025 compared to the previous two and a half years – are all business-to-business categories.

This means they are among the most viable categories to approach for sponsorship right now and highlights the importance of looking beyond just consumer-facing brands.

For example, as the chart below shows, IT Services/Hardware (companies that provide technology infrastructure, devices, and support) accounted for 4.1% of all Q3 deals, up from 2.2% in the previous 2.5 years, = a 1.9% increase.

So, to help organisations selling sponsorship to target potential partners more effectively in these top four B2B categories, we’ve identified a number of brands who are currently exhibiting strong buying signals.

They may not come from ‘obvious’ micro-categories to target – and are unlikely to be on your target shortlist – but the data shows that at a broader level, these type of firms are increasing sponsorship activity.

Crucially, these companies on the whole are unlikely to receive anywhere near the volume of pitches that the ‘usual suspects’ do, so you’ve got a much greater chance of your pitch and message being seen.

1. IT Services/Hardware:

• HUMAIN: the Saudi Arabian Public Investment Fund (PIF)-backed AI development company is expanding its global AI infrastructure to the US and Saudi Arabia.#
• Rest of brands available in full Insights article

#2-4 B2B Categories

• Brands available in full Insights article.