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
Gym climbed to number 1 this week, driven by:
Club Lime (VIVA Leisure owned) x Canberra Raiders (renewal this week)
Revo Fitness x Perth Wildcats (expiry this week)
Revo Fitness x Perth Glory (new in August through to 2029)
Anytime Fitness x AusTriathlon (new in August)
Anytime Fitness x Adelaide Crows (new in August)
VIVA Leisure x Fremantle Dockers (new in June through to 2029)
Club Lime x South Sydney Rabbitohs (new in June)
There were 16 changes in the last 3 months, across 11 brands and 13 properties. The movement is not just volume: it includes long-term commitments from Revo / VIVA Leisure and Club Lime, plus expiry pressure that could reopen rights-holder conversations.
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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.
Hard Yakka
Why: STRAUSS entered Australian sponsorship this week as the AFL and AFLW’s first Official Workwear Partner ahead of its 2027 local launch.
Context: Hard Yakka is one of Australia’s most established workwear brands, with a heritage dating back to 1930 and a brand platform built around toughness, tradies and jobsite performance. Previously partnered with the Sydney Kings as Exclusive Workwear Partner, but that partnership lapsed in 2025.
So what: A return to sponsorship could help the brand reassert ownership of “Australian workwear” before a major international challenger builds familiarity with a major Australian code.
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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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