caytoo’s analyst team reveals their top February sponsorship deals or activations in terms of the ideas they provide for organisations selling sponsorship

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.

Creative thinking
Murrayfield Stadium x Scottish Gas

A key part of the partnership between Murrayfield Stadium and Scottish Gas is the focus on improving fan experiences on matchday. This idea comes to life with the ‘Hot Seat’ activation, a simple but smart idea that upgrades selected seats with built-in heating, which gives supporters relief from the (notorious) cold during Scotland’s winter fixtures.

The activation tackles a genuine matchday challenge at Murrayfield, while naturally aligning with Scottish Gas’ core product (energy for heating). By blending practicality with special moments, the partnership positions the brand as one that understands fans, not just one that advertises to them.

Lesson: in full article

Encouraging joint sponsor activations
Sydney Mardi Gras x Asahi/TWE

Two of the sponsors of the Sydney Gay & Lesbian Mardi Gras – Asahi Beverages and Treasury Wine Estates – are combining to create a joint float for the parade for the first time to celebrate community and inclusion under the banner of “Thirsty for Love.” An Asahi Beverages spokesperson said the partnership between Asahi and TWE: “highlights the power of collaboration and what can be achieved when the beverages industry puts community before competition.”

Lesson: in full article

Targeting micro-categories
IRONMAN x Cuisine Solutions

Cuisine Solutions specialises in providing sous vide – a method where food is vacuum-sealed and cooked in precisely controlled water to ensure consistent quality and nutritional retention. It has become the Official Sous Vide Food Partner of the IRONMAN North America Series, providing athletes with access to chef-crafted, clean ingredient sous vide proteins which are designed to “perform in the demanding, high-energy environment of endurance events, delivering consistent, high-quality when it matters most.”

Lesson: in full article

Meeting an objective or challenge
CW Sports x Starkey

Starkey, a manufacturer of hearing aids and hearing protection products, has partnered with the CW Sports – the broadcaster of motorsport’s NASCAR O’Reilly Auto Parts Series. The aim is to raise awareness about the importance of protecting one’s ears in various environments, using a high-decibel setting such as motorsport. Note, the deal is an extension of the brand’s partnership with a NASCAR driver who uses Starkey’s ear protection products whilst racing.

Lesson: in full article

Providing direct value to fans
Olympique Marseille X iGraal

At the heart of the partnership between Olympique de Marseille and (online payment platform) iGraal is a focus on adding everyday value for supporters beyond matchday. The collaboration integrates iGraal’s cashback platform into the club’s digital ecosystem, giving fans 10% cashback on purchases made via Marseille’s online store. This allows fans to save money while backing their club, turning routine online shopping into a loyalty-driven benefit.

Lesson: in full article

Summary

All these top February sponsorship deals provide an example of the great utility sponsorship provides which all rights holders, agencies 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.