Summary
Hot categories include …
Brands To Watch include …
Hidden Market reveals changes for …
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Hot Categories
Your weekly rank of the fastest growing / most active categories in sponsorship.
Hot Categories
Retail climbed to #3 this week, with 28 movements across 17 brands and 19 properties over the past 90 days:
JD Sports x New Zealand Rugby League (new this week)
Sports Direct x Sydney FC (renewal this week)
Westfield x Sydney FC (new this week)
Westfield x Western Sydney Wanderers (upgrade last week, through 2028)
Spotlight x NBL (new in September)
Harvey Norman x Sydney Kings / Sydney Flames (renewals in August)
Recent expiries for JD Sports with Perth Wildcats, New Zealand Breakers, Auckland Blues and South East Melbourne Phoenix
Other categories that climbed the ranks based on recent activity include:
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About Hot Categories: Scout’s Category Temperature Score is an index based on recent growth and activity (accounting for changes in both number of deals and approx. spend). *Currently under re-calibration to capture short and long-term signals.
See the full rankings in the Scout Pro Dashboard, and check out recent articles for overviews of other hot categories.
Brands To Watch
Key brand movements this week, and what it means for future activity.
Why: JD Sports became Major Partner and Official Sneaker Supplier of the Kiwis, Kiwi Ferns and Wheel Kiwis, marking its first national-team sponsorship.
Context: The partnership supports JD Sports’ expanding New Zealand store network and joins current deals with the NRL, Western Sydney Wanderers and Geelong Cats. It also follows several recent club expiries, including the Breakers, Wildcats, Auckland Blues and South East Melbourne Phoenix.
So what: JD Sports appears to be reshaping its portfolio around fewer, larger platforms with stronger cultural and content rights. A replacement summer property would help restore year-round coverage following its recent 3 x NBL club exits.
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Scout tracks all sports organisation websites on a weekly basis, giving Pro users first-mover advantage with intel from the hidden sponsorship market:
All New & Renewed Sponsorships (public announcements + via Scout hidden market, new entrants in Green):
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Recent Expiries (detected by Scout after sponsor removed from website):
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