Partnership Reports

January Brand Power Rankings

January 31, 2023

With 2023 already off to a fast start as February kicks off, let’s take a look at the most searched brands by sponsorship executives on the SponsorUnited platform last month.

Peraton–a national Security and IT Services provider and sponsor of the Military Bowl since 2021—made its list debut at #1. In early January, the company was again selected by the Defense Counterintelligence and Security Agency (DCSA) to provide background investigation field work services for the federal government–bringing nearly two decades of experience as the incumbent to the job. The contract is worth up to $2.25B over five years.

7th on the list is BuzzRx, which announced a multi-year partnership with the Phoenix Suns at the beginning of January–making it the first prescription savings company to sponsor an NBA team. BuzzRx had previously partnered with the Phoenix Suns Charities, which resulted in a $150K donation to nonprofits in the Phoenix metro area.

At #8, Dunkin’ was named the first-ever title sponsor of TD Garden's annual college ice hockey tournament, The Dunkin’ Beanpot. The multi-year sponsorship will see the company included in all Beanpot promotions, and builds on the strong partnership between Dunkin’, TD Garden, and regional broadcaster NESN. Dunkin’ also recently signed Hollywood star Ben Affleck to a multimillion-dollar deal that includes both a donation to his nonprofit and reportedly a Super Bowl ad directed by Affleck.

Energy drink brand Celsius lands at 15th on the list, after the company inked a deal last month with Spire Motorsports to become primary sponsor of Corey LaJoie’s No. 7 Chevrolet Camaro ZL1 at the Daytona 500. Celsius also announced that Logan Misuraca will be driving the No. 63 Spraker/PCW Racing CELSIUS Essential Energy Chevrolet in the 2023 ARCA Menards Series.

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