As the sponsorship landscape continues to evolve, October delivered a wave of surprising and strategic brand moves that commanded attention. From unexpected partnerships to historic league collaborations, this month’s top brands leaned into sponsorships to break through the noise and engage new audiences in creative ways.

Whether it was a pharmaceutical company branding a Zamboni, a prediction market entering the sports arena, or a skincare giant aligning with the NBA, these brands didn’t just make headlines—they sparked conversations. Each ranked brand exemplified how bold activations and well-aligned partnerships can elevate visibility and drive momentum.

Vanda Pharmaceuticals ranked as the second most searched brand in October after announcing its partnership with the Washington Capitals as the official Zamboni partner. The news, which featured Vanda’s branding on the team’s ice-resurfacing machine, sparked significant attention and conversation online, marking a bold marketing move for a pharmaceutical company. The multiyear agreement also extends across the Monumental Sports & Entertainment network, providing Vanda with additional visibility and fan engagement opportunities.

Kalshi stepped onto October’s hottest brands list after being announced as an official prediction-market partner of NHL in a landmark multiyear deal. The news highlighted that Kalshi now gains access to NHL proprietary data, rights to use NHL marks and logos across its platform, and exposure through virtual signage in national broadcasts, a bold move that amplified its visibility and relevance.

CeraVe also made it to the list by announcing a landmark multiyear deal with the NBA, becoming the league’s Official Skincare and Haircare Partner. This strategic move enables CeraVe to integrate its dermatologist-developed skincare and haircare products across key NBA platforms, on-site activations at marquee events, gaming integrations, retail tie-ins, and a youth-focused “Care For All” initiative.