With 2024 in full (and frosty) swing, here’s a breakdown––a day early, thanks to this year’s leap year––of the brands most searched by sponsorship executives on the platform in February.  

Sponge manufacturer Scrub Daddy and AI-enabled payments platform BILL top the list,  closely trailed by Skims, Crocs, and Mission Foods, in that order. 

A high-profile player in the Apparel category, Skims, the shapewear brand owned by Kim Kardashian, has seen its sponsorship and media deals rise by 125% in the last year. The red-hot brand made its first foray into the pro sports realm in 2023, inking deals with Patrick Mahomes, Nick Bosa, and Shai Gilgeous-Alexander, and forged its first league sponsorship with the NBA—making the brand the Official Underwear Partner of the NBA, WNBA, and USA Basketball. 

Footwear maker Crocs earns the fourth spot on the heels of announcing its 2024 NIL roster, featuring standout athletes like Duke Blue Devils guard Jared McCain, Indiana Hoosiers forward Mackenzie Mgbako, and University of Utah gymnast Grace McCallum. The brand is making a serious splash in college sports as the NCAA Basketball season heats up, partnering with an impressive 29 college men and women basketball athletes. 

Mission Foods rounds out the top 5, following the January announcement of a multi-year agreement naming the Mexican food brand the entitlement partner for the NASCAR Xfinity Series Race at Watkins Glen International race track in upstate New York. The tortilla chip maker dominates within motorsports in the Food Products category, with nearly 20 more deals than the second-place brand. More than 50% of Mission Foods’ sponsorships are with motorsports rights holders. 

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