The rise of wearable health tech brands represents an increasing opportunity for sponsorship, particularly in sport

Health technology is a market experiencing strong growth, with everyday items becoming ‘health-ified’. Notably, health tech wearables – devices worn to track metrics such as heart rate, activity, and sleep. This made up a market valued at around $91 billion in 2024 and this is forecasted to surge in excess of $324 billion by 2032.

Once used mainly by elite athletes, wearables such as smart watches, sleep trackers, smart rings, smart glasses and recovery tools (including the likes of massage guns or compression sleeves) have become a part of everyday life.

For organisations selling sponsorship, particularly in sport, wearables are an ever-present and growing opportunity. These types of brands are continually pursuing both mainstream visibility (i.e. more consumer eyeballs) and consumer trust.

However, this is becoming more difficult in what is fast-becoming an increasingly crowded marketplace.

So, integrating with sports is an ideal platform to demonstrate the health and performance benefits of their products through the star power of athletes.

Leading sponsors in the health tech wearables space include:

• WHOOP, a wearable tracker that continuously monitors physiological data, generating health and fitness insights which are accessed through an app. Sponsorship deals include The British & Irish Lions (rugby), the UCI (cycling) and the PGA Tour (golf).
• More brands available in full Insights article.

Who you can target next

caytoo has identified several wearable health tech brands brands displaying strong growth signals, making them timely prospects to contact about sponsorship:

• Ultrahuman: the India-based health tech company raised ~$1 billion to fuel global expansion
• More brands available in full Insights article.