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Caytoo Builds a Culture of Connection in the Sponsorship World

Caytoo has been selected for the Culture 100 Award, earning them the title of 'Most Loved Company To Work For 2025' for their exceptional employee experience.

  • LinkedIn

Feature with  HYER

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Caytoo isn't just another SaaS company; it's a dynamic force in the world of sports sponsorship. They've built a platform that goes beyond simply providing data; it helps rights holders connect with brands at precisely the right moment, generating more timely and relevant conversations at scale.

Founded by a team with expertise spanning media monitoring, business processes, technology, AI, research, and data analysis, Caytoo understands the unique challenges faced by rights holders in securing sponsorship deals. They've leveraged this knowledge to create the only news-based lead generation SaaS platform designed specifically for partnership sales and insights teams. Caytoo provides access to buying signals, a comprehensive deals database, B2B company and decision-maker contact data, pitch workflow capability, and insightful trend reports, empowering rights holders to identify and pursue the most promising sponsorship opportunities.

But Caytoo isn’t just about technology; it’s about people. They are building a market-leading, disruptive business characterised by unique data and insights, delivered by a first-class team. Despite being a small but growing team, Caytoo encourages an open and transparent culture with minimal hierarchy but clearly defined objectives, roles, and responsibilities. This clarity of purpose ensures everyone understands the overall goal, while individual approaches to achieving it are encouraged. This approach has resulted in very low staff turnover.

Being a fully remote business, Caytoo recognises the critical importance of over-investing in communication. They prioritise social interaction on Teams at the start and end of each week, replicating the casual conversations of a traditional workplace and creating a true sense of connection despite physical distance. Regular in-person meet-ups, always with a social element, further strengthen team bonds.

 

When asked to describe the company culture in a single word, employees used terms like “Transparent,” “Collaborative,” “Open,” “Teamwork,” “Uplifting,” “Welcoming,” “Empowering,” and “Tenacious.” This speaks volumes about the positive and supportive environment Caytoo has cultivated. This is further supported by unsolicited praise from clients like Ed Turnham at Norwich City, who stated, “Love working with you guys as the insights that you bring to the table are 100% real.”

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Caytoo wants its team to genuinely enjoy their work, ensuring that it fits seamlessly into their lifestyles, not the other way around. This is why they operate as a largely remote business, hiring based on talent, not location, and offering flexible working arrangements. This flexibility has even allowed team members to work overseas for extended periods, blending personal and professional ambitions. The company also supports individual career progression, engaging in open conversations about ambitions and training needs, recognising aptitude and effort as key drivers, regardless of age.

During the interview process, Caytoo strives to understand individual motivations and ambitions, and they are developing individual development plans to track progress collaboratively. They encourage team members to explore their skill sets and regularly rotate client allocations to maintain engagement and motivation. Transparent reporting ensures everyone understands the company’s progress towards its goals and their role in achieving them. Outstanding work is consistently recognised and rewarded.

Caytoo’s recruitment approach focuses on finding smart, entrepreneurial, and self-sufficient individuals who can think on their feet. They seek talented yet humble, intelligent yet personable, and hardworking yet sociable team members who will complement the existing team. They aim to build a balanced team with complementary skills and experience, united by a shared mission to change the world of sponsorship.

Why Culture 100?

Caytoo’s dedication to building a disruptive, high-growth business through exceptional talent and a strong, service-led culture makes them a deserving recipient of the Culture 100 award. C100 recognises UK companies that prioritise employee well-being and cultivate exceptional workplace environments. The Culture 100 selection process is rigorous, combining detailed company applications with comprehensive employee surveys designed to capture authentic workplace experiences. These surveys delve deeply into employee sentiment through open-ended questions and quantifiable eNPS (Employee Net Promoter Score) scoring, providing a holistic and data-driven view of each company’s internal culture.

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