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Hot Categories
Your weekly rank of the fastest growing / most active categories in sponsorship
The Banking category grew the most this week, driven by:
Commonwealth Bank x Brisbane 2032 - founding partnership reportedly up to $200m over six years, making it the largest sponsorship in the market, significantly disrupting sponsorships in Banking and the industry more broadly
IMB Bank x Netball NSW (new entrant this week) - very different scale but shows competition in the Banking category at different levels of investment
MUFG x Swans - Japan’s largest bank replaced HSBC as sponsor of Sydney Swans earlier this year.
See the rest of Hot Categories this week with Scout Pro
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: First new sponsorship in more than 12 months, signing with Manly Sea Eagles this week.
Context: Global HR, payroll and benefits platform founded in Australia. Sponsorship native Brand having deals with Bombers, Blues (Auckland), West Coast Eagles and Walkinshaw TWG Racing. Deal with Manly gives them coverage in another major state (NSW) and another major code (NRL).
So what: Look for Employment Hero to round out a national presence with a QLD-based club deal. This may include exploring with new codes such Cricket, Soccer, Basketball and Netball. Employment Hero has the opportunity to dominate the category after a mass exodus from chief competitor ELMO Software (having previously held 13 club sponsorships) who shifted strategy after a Private Equity buyout (taking them off the ASX).
See the remaining Brands to Watch this week with Scout Pro
Scout tracks all sports organisation websites on a weekly basis, giving Pro users first-mover advantage with intel from the hidden sponsorship market:
New Entrants (brands new to sponsorship this week):
See New Entrants this week with Scout Pro
Unannounced New Deals (detected by Scout but not via public announcement):
See Unannounced New Deals this week with Scout Pro
Recent Expiries (detected by Scout after sponsor removed from website):
See Recent Expiries with Scout Pro
Plus, announced deals (This Week In Sponsorship):
This Week In Sponsorship
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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