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
Auto activity this week summarised ongoing category tension between established players protecting share and new market entrants:
Hyundai x Brisbane Lions (major renewal this week, through to 2029)
Leapmotor x National Pickleball League (expanded / continued this week)
GAC Australia x Melbourne City (new in July, through to 2028)
Polestar x Melbourne Demons AFLW (renewal in July)
Geely x Bulldogs NRLW (added to women’s list in July)
Ford x Auckland FC (new on site in July)
Omoda Jaecoo x Western Sydney Wanderers (new in June)
BYD x Melbourne Victory (new in June)
GAC Australia x Sydney FC (new in June)
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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.
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.
CoinSpot
Why: CoinSpot entered a two-year partnership extension with Western Bulldogs as AFL Principal and AFLW Co-Major Partner.
Context: CoinSpot has featured on the Bulldogs Playing Kit since May 2021. In the month the partnership was announced, CoinSpot enjoyed its peak search on Google. It has grown to over 3m registered Australian users - Australia's largest cryptocurrency exchange. Crypto sponsorship investment has grown in recent years with activity from Crypto.com (AFL), Swyftx (Super Rugby, NRL, Lions & more), and seven other brands. CoinSpot is therefore under-invested in sponsorship, relative to its market position.
Crypto Market Map by Sport
So What: Crypto category investment is skewed heavily towards AFL, NRL and Rugby (17 of the 18 largest deals). A summer sport would therefore offer Coinspot a clutter-free season, and 12-month coverage. A QLD/NSW based property would also help grow its reach outside of the AFL states.
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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):
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Recent Expiries (detected by Scout after sponsor removed from website):
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