While the first of the year might feel like a distant glimmer, January hottest brands are in—setting the stage for what brands were top of mind for sponsorship executives just one month into 2024.

‍Nucor makes its notable debut in second place, after joining forces with the Carolina Hurricanes to become the team’s first-ever official jersey patch sponsor, in a deal set to continue through the NHL 2026–27 season. The Charlotte-based steel giant’s logo debuted on the Hurricanes’ jersey during the team’s game against the Washington Capitals on January 5th—marking Nucor’s first entrée into the professional sports sponsorship arena. 

Sportswear titan adidas scores the list’s fourth spot, after having recently announced the extension of its longtime partnership with Dutch men’s soccer club Ajax until 2031. The German brand has served as Ajax's main sporting goods partner since 2000—and this latest extension puts the pairing on course to cross the 30-year mark, making it one of the longest commercial relationships in European football history. Adidas’ sprawling endorsement portfolio encompasses more than 700 sponsorships, including deals with buzzy properties worldwide like the FIFA World Cup, the UEFA Champions League, and Major League Soccer. 

Meanwhile, cryptocurrency platform BingX makes its splashy debut at #29, thanks to a groundbreaking partnership with Chelsea FC announced last month—securing its coveted spot as the team’s new Official Crypto Exchange and Sleeve Partner for the remainder of the 2023/24 season, with the BingX brand emblazoned on the team’s training kit range for the subsequent two seasons. The high-flying collaboration—which will include innovative digital content and BingX branding prominently showcased across the team’s iconic Stamford Bridge stadium and training ground—is the company’s initial foray into the world of sports and entertainment endorsements.

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