caytoo’s analyst team reveals their Top 5 sponsorship deals or activations in November in terms of the ideas they provide for other rights holders

Our Top 5, in no particular order, aren’t necessarily the biggest or most high-profile. Each one has been selected as it represents best practice or an important lesson for other rights holders and their potential sponsors.

Activation (single)
Longines x Commonwealth Games Glasgow 2026

The watchmaker and Commonwealth Games organising committee launched a countdown clock (designed by a Glasgow-based artist-blacksmith and sculptor) for the games at Glasgow Central Station. The design reflects Longines’ values of precision, innovation and performance. The station sits at the heart of the Games, in the middle of an eight-mile corridor of venues used by 3,000 athletes from across 74 nations/territories. The Clock itself will become a central meeting point for fans and visitors, with over 25 million visitors set to see it between now and the end of the Games.

Lesson: in full article

Activations (multiple)
HexClad x LA Kings

Cookware brand sponsorships with major franchises are relatively rare (but growing), however, this stood out due to the number of activations beyond the standard set to reinforce HexClad’s positioning around food, creativity and shared experiences.

These include curated chef experiences at select home games, culinary events with local youth organizations, special surprise-and-delight moments for fans and community partners, as well as appearances by HexClad’s leading chef partners.

Lesson: in full article

Changing brand perception
LEGO x F1 Academy

According to the toy brand’s Chief Product & Marketing Officer, one of the main reasons LEGO partnered with Formula 1’s female talent programme and championship is because “LEGO has been perceived as something for boys. That’s changing – but not fast enough.” So, by having a real car, a real driver and a real team, they’ve created a real “Speed Champions” toy set that looks exactly like the on-track version and will sit alongside the men’s F1 Speed Champions cars on store shelves.

Lesson: in full article

Don’t forget ‘niche’ B2B categories (even for naming rights)
Ocean Protect x Cronulla Sharks

Ocean Protect provides services around the design, installation and maintenance of stormwater treatment assets and infrastructure. The company has undertaken a 3-year stadium naming rights deal with the Australian rugby league club.

We’ve been asked hundreds of times to help find the likes of a watch brand, a tyre brand, an airline brand etc but never a stormwater treatment infrastructure brand…

Lesson: in full article

The perfect mix: sales and CSR
Belvoir Farm x Alcohol Change

The soft drinks brand has partnered with the leading alcohol charity’s 2026 Dry January® campaign as it’s Official Mocktail. It is a 31-day challenge to go alcohol-free for the entire month to encourage people to reset their relationship with alcohol.

This ticks two ‘opposing’ boxes for Belvoir Farm: (1) driving awareness and sales for their non-alcoholic drink alternatives exactly at the time people are much more likely to be considering such alternatives and (2) supporting society’s move to improve mental and physical health and wellbeing.

Lesson: in full article

Summary

All these sponsorship deals in November provide an example of the great utility sponsorship provides which all rights holders and brands can look to emulate to benefit both parties. This is particularly the case for rights holders who can come up with their own version to spark a conversation with potential sponsors.