The rapid growth of the Networking-as-a-Service (NaaS) industry presents enterprise technology brands like IBM with a prime opportunity to strategically embrace this emerging category—just as financial services brands like Robinhood and Venmo embraced cryptocurrency––to cement their central role in the future of networking. 

Robinhood, which had no sponsorships in 2019, serves as a prime example. As cryptocurrency began to gain mainstream recognition five years ago, cryptocurrency companies like FTX, Crypto.com, and Coinbase started investing heavily in sponsorships in 2020-2021. Robinhood recognized this shift and seized the chance to position itself as a leader in digital finance. 

The company quickly expanded its sponsorship portfolio with partnerships with NBA teams and other rights holders to enhance its visibility and credibility––demonstrating how embracing an emerging category can lead to massive brand positioning gains. Robinhood’s sponsorship stable now numbers more than 20 partnerships, including deals with the Miami Heat, Memphis Grizzlies, and Washington Wizards. 

Enterprise technology companies––particularly those in cloud computing, AI, and IT infrastructure–– can take a similar approach by leveraging strategic sponsorships to integrate NaaS into their ecosystem. By aligning with cloud computing conferences, esports leagues, and Formula 1 racing––where cutting-edge networking technology is essential––they can signal to the market that they’re key players in enterprise networking’s evolution. 

Rather than viewing NaaS as a competitor, enterprise technology brands can leverage it as an extension of their own offerings. With expertise in hybrid cloud, AI-powered automation, and cybersecurity, these brands can provide enterprise-grade infrastructure that enhances the scalability and security of NaaS providers. 

Sponsorships can reinforce this positioning. Just as Mastercard and Visa co-sponsored fintech summits with crypto platforms, enterprise tech companies can sponsor and co-brand initiatives with emerging NaaS companies, and assume their role as the infrastructure partners powering the next generation of networking solutions. Whether through industry partnerships, thought leadership activations, or sports sponsorships, they can present themselves as the backbone of the NaaS revolution, ensuring they remain foundational players in enterprise networking’s evolution for years to come.