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
Telco grew in the Hot Category Ranks this week, driven by
Belong x Sydney Sixers (major expiry this week)
More Telecom x Sydney FC (announcement last week)
Optus x NBL / WNBL (new in June)
Boost Mobile x AUSX (new in June)
2degrees x NZ Rugby (new this week)
One NZ x NZ Olympic Team (new in July)
Voyager x NZ Rugby League (new in April)
One NZ x New Zealand Warriors (renewal this year)
Telstra dominates share of sponsorship in the category through its AFL and NRL deals, but there is fragmentation in other major sports, and clean air in others:
Telstra (red) Share of Sponsorship vs other Telco brands, by Sport
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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
Key brand movements this week, and what it means for future activity.
Why: Telstra-owned Belong was removed from the Sydney Sixers sponsor page this week.
Context: The Telco category has fragmented in recent years, in both market share and sponsorship presence, as challenger brands have grown vs Telstra. This was particularly apparent in summer and in Big Bash, with activity from Belong, Dodo and Tangerine. Optus has recently responded with its NBL partnership, bringing its share of sponsorship closer to its share of market.
So what: Belong may be looking to redeploy its spend to retain visibility in a competitive mid-tier market.
See Scout’s previous Telco category deep-dive, including how Belong’s sponsorship drove its share of search during Big Bash
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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 Sponsorships (public announcements + via Scout hidden market, new entrants in Green):
See All New Sponsorships this week with Scout Pro
Recent Expiries (detected by Scout after sponsor removed from website):
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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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