Summary
Hot categories include …
Brands To Watch include …
Hidden Market reveals changes for …
New entrants include …
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Covered in this article
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Hot Categories
Your weekly rank of the fastest growing / most active categories in sponsorship.
Hot Categories
Coffee sponsorships climbed to #4 in the Hot Category chart this week, with 7 new partnerships this year, and two major changes this week:
St Ali Coffee x Hawthorn Hawks (new this week)
Luckin x Australian Open (expiry this week - removed from website)
Bluestone Lane x Football Australia (new in June)
Inglewood Coffee Roasters x GWS Giants (new in April)
Roasting Warehouse x Melbourne Victory (new in April)
St Ali Coffee x Commonwealth Games Australia (new in April)
Campos Coffee x F1 GP Australia (new in March)
Coffee Supreme x Grove Racing (new in March)
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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: Mother Energy Drink signed a new partnership with Parramatta Eels to the end of 2027.
Context: It deepens the brand’s footprint into Rugby League alongside partnerships with Brisbane Broncos and NQ Cowboys. The resulting portfolio skews heavily towards NSW and QLD, and the winter months.
So what: If Mother is seeking broader national reach, a Melbourne-based summer team would solve gaps in their current portfolio, and reach a new fanbase.
Mother sponsorship spend by sport, state, season
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Recent Brands To Watch
Mega Rewards signed a new partnership this week with the NBL. The competition platform was a Brand To Watch on 29 May, noting available budget and favorability towards properties that can deliver database growth, competitions and member offers through strong digital platforms.
Avis, Chobani, Omoda Jaecoo and Mega Rewards have all been Brands To Watch in the last month.
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):
There were more than 80 removed sponsorships this week, with portfolios updates from expiries in the new Fin Year:
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Plus, Announced deals (This Week In Sponsorship):
New Entrants (brands new to sponsorship this week):
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Explore further in the Scout Pro Dashboard for interactive features and more details, including all other sponsorships, recent activity, and Term.
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See the full list of 100+ sponsorship categories
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