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Hot Categories
Your weekly rank of the fastest growing / most active categories in sponsorship.
Hot Categories
Clothing has climbed the Hot Categories, with 23 new deals in the last 3 months.
Activity has come from:
M.J. Bale x Rugby Australia (renewal this week to 2029)
M.J. Bale x Football Australia (renewal last week)
R.M. Williams x Rugby Australia (renewal this week to 2029)
HUGO BOSS x Australian Open (major new deal in April to 2027)
Melbourne Sock Co. x Tickford Racing (new this week)
JAGGAD x Hawthorn AFLW (new in March to 2027)
SSAINT x Newcastle Knights (new in May)
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While a broad category, recent activity clusters around formalwear / lifestyle apparel, performance accessories and club-fashion collaborations.
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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/term).
See the full rankings in the Scout Pro Dashboard, and check out recent articles for overviews of other hot categories.
Brands To Watch
Your weekly list of Brands primed for future sponsorship activity, based on recent activity and changes to the competitive landscape.
Why: AIA partnered with Melbourne Storm this week, adding another Melbourne team to its sponsorship portfolio.
Context: AIA’s current portfolio is very Victorian: Collingwood, Melbourne Victory and now Melbourne Storm. The new Storm deal adds NRL reach, which will extend its presence into NSW and QLD, however will primarily reach the VIC market.
So what: As an international brand, sponsoring global properties, and previously sponsoring 6 x AFL teams, including the Sydney Swans and Fremantle Dockers, AIA may next seek to broaden its national footprint beyond its Victorian AU HQ. Partnerships in NSW or QLD would help it compete nationally in an increasingly competitive health insurance category.
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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:
Unannounced New Deals (detected by Scout but not via public announcement):
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Recent Expiries (detected by Scout after sponsor removed from website):
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Plus, Announced deals (This Week In Sponsorship):
Publicly announced deals (This Week In Sponsorship)
New Entrants (brands new to sponsorship this week):
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Hot Categories