caytoo’s analyst team reveals their top 12 brands to watch in 2025

To finish off the year in style, members of our team have each identified a brand they believe will be investing more in sponsorships in 2025 so are worth rights holders having on their radars.

We’ve gift-wrapped them up into a single Twelve Days of Christmas-style report; the 12 chosen brands spanning various sectors, sizes, target audiences, geographies, and have exhibited a spectrum of buying signals.

Amazing Thailand

The Thai government is implementing an ambitious plan to boost tourism, aiming to generate 3.4 trillion baht ($100 billion) in revenue and attract over 40 million international visitors by 2025 through the “Amazing Thailand Grand Tourism Year 2025” campaign. Key strategies include enhancing Thailand’s role as an aviation hub with upgraded infrastructure and new airports planned by 2030. Thai Tourism has previously leveraged sponsorship, including Leicester City during the 2020/21 Premier League season, to increase international visibility.

Athletic Brewing Co

Athletic Brewing Co., the USA’s largest nonalcoholic craft beer company, is rapidly expanding its market presence with investments and equity financing to boost production and global retail offerings. Holding over 19% of the nonalcoholic beer market and doubling its revenue from 2022 to 2024, the company benefits from rising consumer demand, with global sales of no/low-alcohol beverages projected to hit $25 billion by 2025. Athletic Brewing partnered with Arsenal FC in 2024 to amplify its global reach and connect with health-conscious, younger consumers.

Byoma

Byoma, a skincare brand popular with Gen Z and Gen Alpha, is expanding its product lines and retail presence while leveraging TikTok and social media to engage younger audiences. Celebrated for its commitment to safe skincare and creative marketing, Byoma recently launched a bodycare line, signaling its aim to lead across multiple categories. As the brand builds a strong community and redefines skincare’s appeal to the next generation, it may look to follow the lead of competitors like Clinique and e.l.f. and utilise sponsorship to broaden its reach and reinforce its innovative image.

HONOR

HONOR makes our 12 brands to watch in 2025 as they recently appointed a global agency to oversee its $250 million media account, signalling a strategic push to enhance its international market presence across Europe, the Middle East, Africa, and Hong Kong. Recent product launches, including the HONOR 200 mid-range smartphone series and the HONOR Watch 5 smartwatch, highlight its commitment to innovation. The brand is also expanding in Latin America, particularly in Brazil and Mexico, where demand are surging. With double-digit year-on-year shipment growth in Q2 2024, HONOR is solidifying its position in the competitive global smartphone market.

Krispy Kreme

Krispy Kreme has been on an ambitious growth trajectory, appointing VML as its Global Creative Agency Partner in December 2023 to support its evolution into a global brand. Over the past year, the company has entered new markets, including France, Brazil, Germany, Spain, and Morocco—planned as a gateway to the MENA region—while also bolstering operations in existing regions. Key initiatives include appointing a UK and Ireland President to drive expansion and partnering with McDonald’s in the U.S. to enhance nationwide accessibility, further solidifying its international and domestic presence.

Loop Earplugs

Loop Earplugs has experienced rapid growth, tripling revenue between 2022 and 2023 and earning recognition as one of the World’s Most Innovative Companies in 2024. With its first global campaign, “Shut Up Noise, Turn Up Sound,” and the U.S. launch of Loop Dream, the brand is strengthening its American presence, including a new campaign planned for January 2025. Internationally, Loop has entered the sports arena by sponsoring Team Belgium at the Paris 2024 Olympics, highlighting its commitment to quality and expanding global influence in both lifestyle and athletic performance markets.

Nayax

Nayax is accelerating its global expansion by launching payment solutions across key European markets, including France, Germany, Italy, and the UK, marking a significant milestone in its growth journey. Following strong Q3 2024 financial results, Nayax remains focused on innovation and profitable growth. The company also emphasizes community engagement, sponsoring Five Star’s 2024 Feeding the Future Golf Classic with advanced donation technology. Additionally, Nayax has been expanding in the Middle East and Africa since 2022 through a strategic partnership in the UAE, enabling greater opportunities for regional retailers and reinforcing its global presence.

NotCo

NotCo is accelerating its growth strategy with a focus on B2B partnerships, aiming for this segment to drive the majority of its revenue within three years. A major milestone is its joint venture with Kraft Heinz to develop plant-based versions of iconic products. The company has also entered the sports nutrition market with zero-sugar protein drinks, aligning with its mission to deliver innovative, AI-driven, plant-based solutions. Supporting LATAM expansion, NotCo has strengthened its marketing team with key hires, including a new Head of Marketing for Brazil. High-profile investors like Jeff Bezos, Giannis Antetokounmpo, and Lewis Hamilton underscore confidence in NotCo’s vision and growth potential.

PerfectTed

PerfectTed is reshaping the energy drink market with a strong social media presence, innovative products, and impactful partnerships. Its collaboration with endurance athlete Russ Cook to launch a charity-driven energy drink underscores its commitment to authentic storytelling and signals potential future sports sponsorships. Expanding into the at-home beverage market, PerfectTed introduced Nespresso-compatible matcha pods, reflecting its dedication to clean, sustained energy. Partnering with Blank Street to serve its matcha in stores further broadens its reach. With backing from entrepreneur Steven Bartlett, PerfectTed solidifies its status as a visionary leader in next-generation energy products.

Ualá

Ualá is rapidly scaling its presence in the Latin American financial market, recently raising $300 million in a Series E funding round, valuing the company at $2.75 billion. With over 8 million users, Ualá plans to use the funds to expand its financial ecosystem and pursue growth in Mexico, Argentina, and Colombia, aiming to become the largest bank in Argentina and beyond. Highlighting its connection to gamer culture, Ualá sponsored Argentine Esports team Isurus in 2022, reflecting its engagement with the 1 in 6 users who identify as gamers.

Wingstop

Wingstop makes it into our brands to watch in 2025 as it’s ramping up its UK expansion with plans to add six new locations, aiming for a total of 200 sites within the next five years. To support its growth, the brand has appointed its first Chief Marketing Officer, Dirujan Sabesan, who is focusing on grassroots talent, partnerships, and creative storytelling. Wingstop UK has also established an in-house creative team to enhance its brand-building efforts. Recognized as the fastest-growing restaurant group in the UK, Wingstop continues to gain traction, while a partnership with the NBA in October 2024 bolsters its global presence and customer engagement.

Zoox

Zoox, an Amazon-owned autonomous vehicle manufacturer, is expanding operations in California and Nevada, launching its robotaxi service in commercial markets like San Francisco and Las Vegas. Public riders are expected to begin using Zoox’s autonomous vehicles in Vegas by early 2025, with testing also planned in Austin and Miami. Despite the current lack of profitability, the autonomous vehicle market is projected to grow rapidly at a compound annual growth rate (CAGR) of 32.3%. In November 2024, Zoox announced a multi-year partnership with Williams Racing as an Official Regional Partner for the USA, leveraging F1 events in Las Vegas, Austin, and Miami to showcase its autonomous technology to a global audience.

For caytoo clients, the full report also contains the key decision-makers for each of the brands to watch in 2025 so you can start pitching immediately. It’s in the Market Intelligence section of the My caytoo portal.