Organisations selling sponsorship always want to know, who should I be targeting? So, caytoo’s analyst team selects their Top 12 brands to watch in 2026

To finish off the year in style, each analyst has identified a brand they believe will be investing more in sponsorships in 2026, 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.

Applied Nutrition

Applied Nutrition enters this next phase of growth following a landmark Initial Public Offering on the London Stock Exchange, raising £157.5 million and valuing the business at £350 million, making it one of the UK’s largest consumer IPOs since 2021. The listing provides a strong platform for international expansion, supported by significant investment in infrastructure, including a new purpose-built warehouse that will increase storage capacity by 180%.

The appointment of Sophie Pugh as Chief Marketing Officer signals a renewed focus on brand engagement as the sports nutrition brand looks to scale globally. Domestically, Applied Nutrition has built visibility through partnerships with Fulham FC, Rangers, Wigan Athletic and the Manchester Half. With international growth now firmly on the agenda, global sponsorship opportunities are likely to form part of the next stage of its expansion strategy. 

All Applied Nutrition’s signals and deals can be found here.

BeOnd

Luxury airline beOnd is rapidly expanding its network from its Maldives hub, announcing 18 new routes launching through 2025 and 2026 to major cities across Europe, Asia, India and the Middle East. Designed to meet growing demand for premium travel to the Maldives, the airline differentiates itself through a boutique experience that includes lie-flat cabins and curated onboard amenities.

In November 2025, beOnd secured a further US$100 million in funding to support fleet growth, digital innovation and sustainability initiatives, with ambitions to operate 56 aircraft by 2030. While sponsorship activity has so far been limited, the airline’s global ambitions and the appointment of a Head of Brand with experience at Qatar Airways suggest partnerships across sport, entertainment and culture could play a more prominent role in its international strategy.

All beOnd’s signals and deals can be found here.

EcoFlow

The third of our brands to watch in 2026 is EcoFlow. It continues to scale as a major player in portable power and residential energy storage, driving growth through geographic expansion and advanced product innovation. In 2025, the company established its first UK headquarters in Birmingham, alongside wider European launches including its AI-powered Home Energy Management System and the Glacier portable refrigerator.

Expansion across APAC has included new product rollouts in Australia and New Zealand, strategic partnerships, and entry into Southeast Asia via the Philippines, addressing markets affected by high energy costs and grid instability.

In the United States, EcoFlow has introduced full-home backup and solar systems powered by AI optimisation. The brand has also selectively leveraged sport, partnering with the German Hockey Federation to showcase its products on the global stage.

All EcoFlow’s signals and deals can be found here.

Gemini

Cryptocurrency exchange Gemini is accelerating global expansion across Asia, Europe and the United States, underpinned by regulatory progress and new product development.

Approval from the Monetary Authority of Singapore has strengthened its Asian presence, while expansion into Italy, France and the wider European Economic Area supports its European ambitions. The launch of tokenised equities and enhanced USD payment infrastructure has further targeted institutional clients.

In the US, Gemini has expanded its domestic footprint with a new Miami office while continuing to prepare for a potential IPO. Despite wider financial pressures, recent revenue growth highlights the impact of its international strategy. Sports partnerships remain central to brand building, including a five-year deal with Real Bedford FC and previous involvement with the Boat Race.

All Gemini’s signals and deals can be found here.

Govee

Govee continues to position itself as an innovation-led brand within the smart lighting category, unveiling its latest product range at IFA 2025, including the Govee TV Backlight 3 Pro. The brand’s recent “Life is Colorful” campaign reinforces its focus on self-expression and immersive home experiences. Alongside product innovation,

Govee has pursued a consistent partnership strategy, collaborating with major entertainment brands including Warner Bros, DreamWorks, Prime, Bandai Namco and Walt Disney Animation Studios. Its previous sponsorships with the Dallas Mavericks and Miami Dolphins underline a wider ambition to enhance fan engagement through technology and personalised experiences.

All Govee’s signals and deals can be found here.

Humantra

The sixth of our brands to watch in 2026 is electrolyte brand Humantra who is entering a phase of accelerated international growth, supported by strong investor backing and expanding retail distribution. Investment from the consumer fund founded by the creators of Innocent Drinks, alongside backing from the Innocent founders themselves, has enabled a nationwide rollout into more than 1,200 Boots stores across the UK.

Alongside this, Humantra has invested heavily in experiential marketing, including a high-impact Deliveroo activation that transformed billboards into sampling stations. The brand has also aligned with elite sport through its sponsorship of the Emirates Dubai 7s, using the global rugby platform to build awareness as it scales beyond the Middle East.

All Humantra’s signals and deals can be found here.

OnBuy

OnBuy continues to scale aggressively as it positions itself as a European challenger to Amazon and eBay. The UK-founded marketplace has now expanded into 20 countries across Europe, completing a rapid rollout that includes major markets such as Germany, France, Spain and Italy, alongside newer territories including Sweden, Switzerland and Poland.

This growth follows the acquisition of British electronics brand Comet, the relocation of its headquarters from Bournemouth to London and the establishment of a New York base. With satellite offices across the UK and Ireland, OnBuy is building the infrastructure required to compete at scale. While sponsorship activity has been limited to date, the brand’s previous support of the Teddy Rocks Festival highlights the role partnerships could play in driving awareness in a highly competitive sector.

All OnBuy’s signals and deals can be found here.

Roborock

Roborock is evolving beyond its origins as a robotic vacuum specialist into a broader smart-home and outdoor-living technology brand. In 2025, the company expanded significantly across Europe with product launches in Germany, Spain, Romania and the UK, alongside continued momentum in the United States and a growing focus on ANZ markets.

Product diversification has accelerated with the launch of AI-powered robotic lawnmowers, unveiled at IFA 2025 under the “Rocking Life, Inside and Out” platform. Roborock’s planned secondary listing in Hong Kong further signals its ambition to scale independently. The brand has also returned to sponsorship activity, supporting French athlete ambassadors during the Paris 2024 Games.

All Roborock’s signals and deals can be found here.

Strava

The ninth of our brands to watch in 2026 is Strava who is strengthening its leadership team as it prepares for its next phase of global growth. The appointment of Louisa Wee as Chief Marketing Officer brings experience from scaling subscription platforms such as Netflix, while the addition of a new Chief Financial Officer with public market expertise has fuelled speculation around a potential 2026 IPO. Product expansion remains central to Strava’s strategy, with recent acquisitions deepening its presence across running and cycling communities.

Alongside this, the platform continues to support purpose-led initiatives, including partnerships with the Challenged Athletes Foundation, reinforcing its commitment to inclusive and active lifestyles.

All Strava’s signals and deals can be found here.

Synthesia

UK-based Synthesia is scaling rapidly as demand for enterprise-grade AI video accelerates. The company has raised significant capital, including a $180 million Series D round followed by a further $200 million funding round, cementing its position as one of the UK’s most valuable AI startups. Expansion has included a new global headquarters in London and a strategic partnership with video infrastructure specialist Mux to improve scalability and product development.

While its partnerships to date have focused on industry events, Synthesia presents clear potential for sports organisations looking to enhance content creation, activate commercial partnerships and engage global audiences more efficiently.

All Synthesia’s signals and deals can be found here.

Ultrahuman

Ultrahuman is accelerating its international expansion as the smart wearables and health AI category continues to grow. The brand has secured ₹100 crore in venture debt to support entry into new markets including Canada, Mexico and Australia, while expanding US manufacturing capacity for its Ring AIR wearable in Texas.

Alongside this, Ultrahuman has built awareness through media activity and purpose-led partnerships, including work with Oxfam during London Fashion Week. In sport, the brand has partnered with leading Indian football clubs, using sponsorship to highlight the role of health monitoring and performance tracking.

All Ultrahuman’s signals and deals can be found here.

Vinted

Vinted is entering a high-growth phase as it scales internationally and strengthens its positioning around sustainability and circular living. The company is reportedly considering a share sale that could value the business at $9.3bn, supported by strong revenue growth and expanding global reach. In the United States, Vinted has begun its rollout with a New York launch, supported by increased brand investment and its “New Again” campaign, which repositioned the platform around reuse and environmental impact.

With sustainability increasingly embedded within sport, Vinted presents a strong opportunity for values-led partnerships that connect circular consumption with mainstream culture.

All Vinted’s signals and deals can be found here.

Summary

For caytoo clients, the full report also contains the key decision-makers for each of the brands to watch in 2026 so you can start pitching immediately. It’s in the Market Intelligence section of the platform.