New brands are taking over the sponsorship scene this summer. During May, 9 of the top 10 most searched brands on the SponsorUnited platform made the list for the first time this year. Pink Energy jumped to the #1 spot after announcing a unique partnership with NFL prospect Aidan Hutchinson before the NFL Draft.

Pink Energy’s partnership with Hutchison was aimed around the growth of future athletes, as the company pledged a $15,000 scholarship award, called The Aidan Hutchinson Walk-On Scholarship, to a deserving walk-on at Hutchinson's alma mater for the upcoming football season. 35% of Pink Energy’s partnership deals are in the Detroit market, including a team deal with the Detroit Lions, where Aidan Hutchinson happened to be drafted.

UK based Fintech brand WhaleFin ranked #3 last month, after announcing a partnership with EPL Chelsea F.C. As the club’s first digital asset partner, WhaleFin will become the club’s Official Sleeve Partner and will showcase their logo across the kit of both the men’s and women’s teams at the start of the 2022/23 season.

Cryptocurrency brands continued to shine amongst all other categories in May. Of the top 100 brands searched, Crypto brands were searched 2X more than any other category. Eight Crypto brands landed in the top 30.