caytoo’s analyst team selects their Top 12 sponsorship deals of 2025 from around the world in terms of the lessons they provide for organisations selling sponsorship

Our Top 12 – one selected from each month – aren’t necessarily the biggest or most high-profile. Each has been selected as it represents a best practice idea or lesson to help rights holders identify and pitch potential sponsors more effectively.

January
Kaun Banega Crorepati x Protinex
Meeting a challenge

We identify buying signals for companies but here’s one for an entire country. In this case, research indicated for years that India faced a significant protein gap, with many people unaware of their daily protein needs and, thus, not getting enough. So, one of India’s biggest TV shows, Kaun Banega Crorepati (the Hindi adaptation of the ‘Who Wants to Be a Millionaire?’ franchise) secured health nutrition brand Protinex as a sponsor.

The show provides a massively popular and influential platform for Protinex to amplify awareness about the critical role of protein in maintaining a healthy lifestyle and, thereby, Protinex’ ability to fill this role. Note, the best sponsorships, like any marketing activity, help sell product so this one heavily ticks that box.

Lesson: in full article

February
Excel London x OUNO
Selling product

The best sponsorships, like any marketing activity, help sell product. This is the case with OUNO’s deal with Excel London, the international exhibition and convention centre. The business ride-hailing platform became the centre’s Official Executive Transfer Partner and one of the activations includes dedicated kiosks located across the venue. In addition, an OUNO pick-up and drop-off point has been made available within Excel’s underground parking facilities, providing further convenience and customer service.

Not surprisingly, OUNO’s founder characterised Excel London as a “superb brand activation platform which presents us with a significant business development opportunity.”

Lesson: in full article

March
Sydney Swans x Princess Cruises
Rights access

This renewal sees Aussie Rules football team, the Sydney Swans, provide access to the team’s players and staff to sponsor Princess Cruises who will join the club’s fans on a special three-day cruise. It’s part of an overall initiative to design immersive and unique experiences that really resonate with the club’s members and fans. The cruise includes a special Q&A panel and Swans’ members have access to a special discount. This shows what can be done to engage sponsors (and in turn how sponsors can engage fans) when a rights holder makes the most of available rights access.

Lesson: in full article

April
Minor League Baseball x Trugreen
Showcasing product

The fourth of our sponsorship deals of 2025 is from TruGreen. The firm provides lawn care treatment so became the “Official Lawn Care Treatment Provider” of Minor League Baseball in the US. It’s supported by hefty activations across all 120 clubs, a makeover of home dugouts, sponsorship of team grounds crews, and the “TruGreen Spaces” initiative to revitalize community ballfields and public spaces across the country.

Lesson: in full article

May
Tour de France x Airbnb
Addressing a business challenge

Five months after “anti-Airbnb” legislation was approved in France, Airbnb sponsored the de Tour France in a three-year deal partly to promote the wider benefit it brings. Airbnb was keen to highlight how the deal aims to encourage tourists to discover French communities and culture along the route and how it will help bring the benefits of race tourism to more communities across France.

Lesson: in full article

June
Canterbury-Bankstown Bulldogs x Kogan.com
Carving out an asset

The Australian e-commerce giant became the “Official Head Coach Partner” of the Canterbury-Bankstown Bulldogs ahead of the club entering the National Rugby League’s Women’s Premiership (NRWL). As well as various CSR activations, the firm’s branding will feature on the NRLW Head Coach and Coaching staff apparel, and prominently within the NRLW Coaches’ Box at the side’s four home games.

Lesson: in full article

July
Professional Darts Corporation x Werner
Brand association

A brilliantly clever brand fit with the ladder manufacturer who took naming rights ownership of the PDC’s world rankings, which is now known as the ‘Werner Rankings Ladder’. There’s also a nice activation; the ‘Gravity Darts’ game which gives fans the chance to win prizes by dropping darts from one of Werner’s largest ladders onto a dartboard below.

Lesson: in full article

August
English Football League x Sage
The ‘fourth stakeholder’

The best deals benefit three main stakeholders – the sponsor, rights holder and the latter’s audience/fanbase. This deal targets the fourth stakeholder, one that also plays a key role in the experience. In this case, it’s the small businesses (pubs, cafés, shops, and suppliers) involved in matchdays for fans of EFL clubs. One of the activations involved accountancy software provider Sage launching a UK-wide fan campaign where supporters from all 72 teams can nominate local businesses who elevate the matchday experience. Three winners will have the chance to win a bespoke club sponsorship, funded by Sage, with the chance to gain exposure and drive growth.

Lesson: in full article

September
Chicago Blackhawks x Byline Bank
Using significant anniversaries

Number eight in our sponsorship deals of 2025 is from the NHL. A major thrust of the announcement between Byline Bank and the ice hockey team was the fact the team was marking its 100th anniversary and the bank having roots in the town for over 100 years. This link provides a strong platform to “reaffirm the bank’s commitment to the Chicagoland community.”

Lesson: in full article

October
Grand Sumo Tournament x Kikkoman
Media-friendly activation

Kikkoman’s sponsorship of the Grand Sumo Tournament at London’s Royal Albert Hall provided a major viral moment when the champion, Hoshoryu Tomokatsu, was awarded a giant Kikkoman soy sauce bottle. A video of the award ceremony went viral, driving social reach and giving Kikkoman free brand visibility. The activation not only showcased Kikkoman’s playful side but also reinforced its cultural authenticity and category leadership as Japan’s most iconic soy sauce brand.

Lesson: in full article

November
Commonwealth Games 2026 x Longines
Activation

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

December
Run Your City x Heineken Beverages
Engaging employees

Sponsorship is a great way to engage and motivate staff (as well as helping with recruitment). It provide kudos which can help lift staff spirits, pride and confidence, plus access to assets for performance-based competitions. HSBC’s head of cycling said staff impact was the only KPI he measured in a sponsorship’s first year.

In this vein, Heineken Breweries has done a three-year deal with South Africa’s popular running series to drive their “internal wellness initiatives and culture of togetherness. The deal will be used to motivate our teams to get active together and encourage a little friendly competition among colleagues and share unforgettable moments with our teams across all five cities in 2026.”.

Lesson: in full article

Summary

Our Top 12 sponsorship deals of 2025 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.