Less than a year after launching, caytoo’s news-based lead generation platform has been selected as a finalist in the Sports Technology of the Year category at the prestigious The Sports Business Awards, taking place in November 2025

The platform introduces a new way to solve the #1 challenge commercial teams face when selling sponsorship – generating conversations with relevant companies.

The solution to this problem lies around the premise that timing is everything in sales.​ In other words, hitting brands when they are in ‘buy mode’ requires a timely and relevant message.​

​The only way to do this at scale requires monitoring the news agenda in real-time.​ However, this requires sifting through millions of stories from around the world everyday to identify those that are ‘signals’ which act as precursors to brands spending on marketing.​

​So the platform does this by innovatively fusing together a number of different technologies including media monitoring, Boolean algebra, generative AI and commodity data APIs: our technology stack.

Crucially for anyone selling sponsorship, the sports technology of the year award recognises technology “in action” which has demonstrably positive outcomes on customer experience.

In other words, it shows that our customers are experiencing better response rates when pitching sponsorship due to our innovative use of technology. This is because an element of the judging criteria involved considering case studies and feedback from both sales and insights people using the platform.

“Our vision is to build the ecosystem where sponsorship professionals value, package, sell and measure sponsorship opportunities more effectively than ever before,” said Jeremy Thompson, caytoo’s CEO. “Our new platform is the first step on that journey, so it is fantastic to be recognised by the Sports Business Awards at this early stage. We have spent a number of years getting to know the market from the inside out, and everything we do is driven by stated customer needs. Being a finalist provides solid validation that we are on the right track.”

But don’t take our word (or even theirs) for it; experience for yourself with a demo or trial.