As we wrap up the festive season and dive into 2025, let’s take a quick look back at the sponsors that made waves in 2024. Here’s a rundown of the 100 brands most searched by sponsorship executives on our platform last year.

Toyota took the coveted #1 spot after moving up two places from our 2023 list. The Japanese auto giant leaned into its sports sponsorships last year, after Toyota Motor North America became the Official Automotive Partner of the NFL in late 2023 in a headline-making multi-year deal. Besides signing Eli Manning and Brock Purdy as national partners last February—part of Toyota’s first Super Bowl activation in its new, high-profile role––the brand also took on the title of presenting partner for NFL flag football tournaments across the US last June. Beyond pro football, Toyota was also named the Official Vehicle of the New York Red Bulls last March, and the first-ever official jersey patch partner of the Western Hockey League’s Portland Winterhawks in a deal announced in October.

Hot on Toyota’s heels is McDonald’s, which rocketed to #2 this year from #16 in 2023 on the back of several 2024 sponsorship coups. Last March, the fast food titan inked a three-year partnership with France’s top soccer league, Ligue 1, replacing Uber Eats as title sponsor. That deal was followed by the August news of the brand’s multiyear link-up with the New York Jets, making McDonald’s the official burger of the team. The rest of the top 5 saw some shuffling among its marquee brands, as Dunkin’ fell from 1st to 4th, Coca-Cola slipped to #3 from #2 in 2023, while Verizon held steady at #5 for the second straight year. Meanwhile, T-Mobile cracked the top 10, moving to 6th place from 12th the year prior. Ford Motor Company––which announced a multiyear deal last March to become the official Domestic Vehicles Partner of the San Jose Earthquakes, starting with the 2024 MLS season––inched up to 8th place from 9th in 2023. YETI clung to #10 after falling four spots from 2023—replacing Nike, which dropped to #17.

Quick-serve restaurant (QSR) brands sizzled on our 2024 list, as they created buzz with splashy new deals. Raising Cane’s, one of the fastest-growing fast food chains in the US, rose to #7 from #9 a year ago, and kicked off the new NASCAR season last February by partnering with trailblazing driver Toni Breidinger on its 2024 Speed Campaign. The chicken-finger phenom also joined forces with USA Bobsled/Skeleton in October as a Premier Partner of the organization. Jumping seven spots to #14, Jersey Mike’s––an NHL league-level sponsor since 2023––raised a record-breaking $25M last March for more than 200 local charities nationwide during its 14th annual Month of Giving. And Texas-based Wingstop made its first top-100 appearance at #40, after announcing a blockbuster multi-year partnership in October to become the Official Chicken Partner of the NBA and NBA G League.

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