Scout Pro Bulletin: 20th March 2025

Good morning,

This week the Melbourne Football Club signed Inglewood Coffee Roasters as an Official Partner for the 2025 season.

Platform access to the Coffee category is now available for Scout Pro subscribers for the next 5 days.

Category need-to-know:

• There are 16 coffee sponsorships in Australia

• Spend is relatively modest, with most deals at official/supplier level

• Coffee is one the fastest growing sponsorship categories by volume, with 11 new deals in the last 12 months

• Top markets are Melbourne, NZ and Pacific

• Top sports are events-based e.g. Tennis, F1 and Horse Racing

• Sponsors are using club member offers to grow their customer base.

   

Read the full feature analysis below.

For more sponsorship insights from Scout, check out our services.

Enjoy!

Inglewood Coffee Roasters x Melbourne Demons

Brand: Inglewood Coffee Roasters

HQ: Melbourne

Deal type: New partnership

Scout Intel:

There are 16 different coffee brands active in sponsorship, each with one sponsorship. This is unusual for a category, but a result of more localised brands active in the category, with the exception of Chinese brand Luckin at the Australian Open.

Spend is relatively modest, with deals typically at official / supplier level.

There have been 11 new deals in the last 12 months, but very little churn (3 brands, 2 of which were replaced), making Coffee one of the fastest growing categories in number of deals.

True to reputation, Melbourne leads the Australian states for number of coffee sponsorships (VRC, Demons, Southside Flyers WNBL). Coffee partnerships are also popular in NZ and the Pacific (Auckland FC, Wellington Phoenix, Hurricanes, Fijian Drua, Moana Pasifika).

Relative investment skews towards the more event-based properties such as Tennis, F1 and Horse Racing, where supplier arrangements deliver value on site.

Inglewood are “excited to be popping up at Melbourne Football Club events across the year” to enjoy similar benefits.

They are also offering an exclusive $30 voucher for Melbourne members on their first purchase, helping grow their customer base (already 60,000 homes).

Are more deals brewing in a competitive coffee market?

Check out the rest of the category through the Scout Pro Platform.

Are you hiring? Get in touch with our partner business, Talent Economy.

Partner with industry experts, Talent Economy, to unearth top talent across the Aussie media, sport, entertainment and marketing sectors. Head to talenteconomy.com.au, follow on LinkedIn or email [email protected].

Sign up to Scout

Not yet subscribed? Sign-up to one of our Free or Paid subscriptions to receive more of this intel!

Reach out for a platform demo:

[email protected]

[email protected]

Other services