I thought it would be enlightening to see what SponsorUnited’s biggest searches have been during the first few weeks of 2025.
Among the new top searches, according to SponsorUnited founder and CEO Bob Lynch, was Cudis, an “AI-powered smart ring" that uses blockchain tech to track health. Cudis is marketed as an alternative to Oura, which has more than 50 sponsorship and media deals. Cudis generated considerable attention after inking a sponsorship with UCLA late last year, believed to be its first and one that it said would be backed by NIL pacts.
What’s the category? Wearable/connected fitness, of course.
Also gaining some traction: the Unisom OTC sleep aid, with the help of the recent Saquon Barkley ad. Also, a lot of QSR (half of the top-10 searches were QSR, Lynch said).
Personal finance brand NerdWallet also entered the top 10 for searches. It has already been active with athletes and team deals, including with the Colts, Pacers, Rockies, Sixers and Union.
