One of Scout Pro’s exclusive benefits is access to Scout’s Sponsor Database.
This article provides an explainer on how to use and make the most out of this tool.
Sponsor Database
Sponsor Database
What it shows
The main Sponsor Database view shows the following:
Brand - 4,500 brands
Category - split into 90 sponsorship categories
$ Spend - sponsorship spend, from very high ($$$$$) to low ($)
Last Activity - the last new / renewed / expired deal (within 12 months)
Last Activity (L12M)
For example, at the time of writing, KFC’s most recent activity was a renewal with Collingwood, announced week commencing 2 Feb. Hover over the icons for details.
Recent Activity (L3M) - all recent new / renewed / expired deals (last 3 months).
For example, at the time of writing, McDonald’s had three changes to its sponsorship portfolio in the last 3 months - Perth Bears (new in Feb), QLD Firebirds (new in Nov) and A-Leagues (expired in December).
All Sponsorships - all sponsorships in the brand’s portfolio.
Sponsorship Details (hover for info)
Hover over the icons to see details of all of a brand’s sponsorships - specifically the Tier of the partnership, and any changes in the last 12 months.
Expired sponsorships are shown but are see-through (data back to 2023).
Choose what you see
Click Show Filters (top right) to start to choose your own Sorting and Filters.
Click Show Filters to reveal Filter Box
Choose your Sort
There are four ways you can sort the data:
Choose to sort by Sponsorship Spend, No. of Sponsorships, Last Activity or Last Expiry
Overall Spend - brands who spend the most on sponsorship
No. of Sponsorships - brands with the most sponsorships
Last Activity - brands with the latest new deal / renewal announcement (showing activity from the last 12 months)
Sort by Last Activity for latest new/renewed deals
Last Expiry - brands with the most recently expired deals
Sort by Last Expiry for latest expired deals
Choose Your Filters
Choose to filter by Brand, Category, State or Sport
Filter by:
Brand - search for a brand to see their entry in the database
Category - see all active sponsors in any chosen category
Auto Category
Note the Sponsor Database also includes non-sponsor brands. Specifically, it includes the top 1,000 companies in Australia, by Revenue (according to IBIS World), regardless of their sponsorship activity. It also includes Brands with expired partnerships back to 2023.
Superannuation Category
For example, in Superannuation there are no sponsorships for major players such as AustralianSuper.
Sport or State - see all active sponsors in any chosen market (sport or State)
Use in combination with Sorting functions to see the biggest spenders, most active brands by # deals, and recently active sponsors.
Filter: QLD, Sort by # Sponsorships
For example, XXXX has the most sponsorships of any brand in QLD.
See more in the Sponsor Database.
About the data
Scout collects data on weekly basis based on public announcements of new / renewed deals. Additionally, we track team and league websites every quarter, picking up unannounced deals and expiries.
Spend is based on public data where available, or otherwise modelled.
Properties tracked for the Sponsor Database are in the below market map (showing QSR sponsorships).
Properties Tracked (Market Map of QSR sponsorship)
Other sponsorships are tracked but sit outside the Sponsor Database. Reach out for bespoke data requests.
Other Scout Pro Features
The Sponsor Database is one of multiple benefits to Scout Pro, including weekly Brands To Watch and key insights via Monthly Trends Reports.
