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Hot Categories
Your weekly rank of the fastest growing / most active categories in sponsorship.
Hot Categories
Soft Drinks has climbed the Hot Category ranks this week, with 7 new deals in the last 3 months, many of which are long-term national partnerships:
Coca-Cola x Rugby Australia (new this week to 2030)
Nippy’s x Adelaide 36ers (renewal this week to 2029)
Coca-Cola x Football Australia (new this month to 2028)
Coca-Cola x Queensland Firebirds (new via Scout hidden market)
Coca-Cola x NRL / NRLW (new in May to 2028)
Nippy’s x Port Adelaide (new in May)
Keri Juice (Coca-Cola owned) x Brisbane Lions (new in March)
There has also been movement in the adjacent Energy Drinks and Water categories. See more in the Scout Pro Dashboard.
See more Hot Category insights 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: Melbourne whisky brand Starward entered sponsorship this week through a multi-year partnership with Rugby Australia.
Context: There has been 31 new Spirits partnerships in the last 12 months, including Johnnie Walker (LIV), Diageo (Supercars) and Buffalo Trace (Lions). Starward enters a competitive category with a high-profile first partnership.
So what: Rugby audiences skew towards NSW and QLD, giving Starward a platform outside of its VIC HQ. Now committed to sponsorship for years to come, the brand may seek a partnership in the Southern States to round out its footprint nationally and activate closer to its Melbourne home.
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:
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
New Entrants (brands new to sponsorship this week):
See New Entrants this week with Scout Pro
Explore further in the Scout Pro Dashboard for interactive features and more details, including all other sponsorships, recent activity, and Term.
Explore more in the Scout Pro Dashboard
See the full list of 100+ sponsorship categories
Scout Pro Dashboard - see 100+ categories (example week)
Interactive features to see details of all recent activity
Scout Pro Dashboard - see details by hovering (March example)
See the Hidden Market each week
This Week In Sponsorship - new entrants, hidden market, and other sponsorships
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