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
Retail / Homewares climbed this week, driven by:
Harvey Norman x Sydney Kings (renewal this week)
Harvey Norman x Sydney Flames (renewal this week)
Outlook Mesh x Matt Stone Racing (new this week)
Comfort Sleep x Collingwood (new in June)
BEDGEAR x Football Australia (new in June)
Beaumont Tiles x Perth Lynx (new this month)
The broader Retail / Homewares space is carrying momentum from both ends of the category: major retailer Harvey Norman renewing high-profile assets, and more specialised home, bedding and renovation brands entering 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). *Currently under re-calibration to capture short and long-term signals.
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Brands To Watch
Key brand movements this week, and what it means for future activity.
Harvey Norman
Why: Harvey Norman renewed with both Sydney Kings and Sydney Flames this week.
Context: Australia’s biggest spender in advertising is also highly active in sponsorship, with key deals with NRL, Rugby Australia, GWS Giants, Sydney Kings, Flames, NZ Warriors and more.
So what: Harvey Norman’s portfolio has a strong NSW / QLD skew. Even its NRL, Rugby Australia and NZ Warriors partnerships skew heavily towards NSW and QLD. While Giants / AFL relationships deliver audiences in the Southern States, the brand is under-invested in VIC, WA, SA and TAS. A partnership in one of these States would help balance its national footprint.
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See Details of this week’s announcements below, including type (new v renewal), category and new entrants (in Green)
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*Additional information on Hidden Market, including expiries, next week
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