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
Auto climbed to #1 hot category (as well as the top spender) as established manufacturers and challenger brands continued competing for share. There have been 23 movements across 16 brands and 16 properties over the past 90 days:
Mahindra Automotive x Perth Bears (new this week)
Geely x New Zealand Rugby League (new this week)
Omoda Jaecoo x New Zealand Breakers (new in late September, through 2027)
GWM x New Zealand Warriors (renewal in September, through 2029)
Suzuki x AUSX (new in September)
Hyundai x Brisbane Lions (renewal in August, through 2029)
Recent expiries were recorded as the Australian Grand Prix updated its sponsorship portfolio, removing Audi, Cadillac, Ford Racing and Porsche
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: Mahindra became Automotive and Founding Partner of the Perth Bears this week ahead of the club’s 2027 NRL entry.
Context: This becomes Mahindra’s second major current Australian sports platform. Its Volleyball Australia partnership was recently extended through Los Angeles 2028 and spans elite, pathway and grassroots volleyball.
So what: Mahindra now combines a national Olympic-sport platform with a high-broadcast winter property in WA. A club partnership in an eastern state, or entry into another mainstream code, could further broaden the brand’s Australian footprint. BBL partnerships might align well to the India-headquartered brand.
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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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