Media Scrum is a commercial partnerships firm. We advise brands on what a sponsorship is genuinely worth, and we commercialise the rights held by clubs, championships, events and media owners — then negotiate, activate and measure the agreement that sits between them.
Tuff Streeters Festival
Tuff Streeters Festival brings together motorsport, street machines, entertainment, creators, leading automotive brands and thousands of passionate enthusiasts for a high-energy celebration of car culture.
Foxtel · Kayo · ESPN+ · DAZN
International broadcast footprint carried by IBC, a property we represent
Canberra Festival of Speed
A celebration of the world's most glamorous vehicles, presented in the breathtaking surrounds of Thoroughbred Park. Featuring more than 250 rare and desirable exotics, Canberra Festival of Speed is a true mecca for motorsport fans.
Summernats
Australia's largest automotive lifestyle festival, held annually in Canberra
It is also the least valuable thing to own. Brands are not short of impressions. They are short of a defensible answer to what a partnership is worth — and most sponsorship proposals still arrive with almost no detail on what the money actually buys.
What is this audience genuinely worth to us?
Audience quality, composition and purchase behaviour — established before a rate card enters the conversation.
What are we buying, asset by asset?
Every entitlement inside the partnership identified and separately valued, the way a media schedule is valued.
What does it cost against comparable media?
A benchmark your finance team can test, so the investment can be defended outside the marketing department.
Who else can own this category?
Where exclusivity exists across the property, what it is worth, and when a competitor could take it.
How will the rights actually be used?
Activation planned alongside acquisition. Most underperforming partnerships are not badly bought, they are never used.
How will we know it worked?
A measurement framework agreed at signature and reported against the original objective, not reconstructed afterwards.
Sponsorship is one of the largest lines in a marketing budget and one of the least rigorously valued. We treat every partnership as an investment case that has to survive scrutiny from people who do not care about the activation.
The method in fullWe start with the commercial objective and the audience it depends on — not with what is available to sell. Often the honest answer is a property we do not represent, and we say so.
Each asset inside the partnership is identified, benchmarked and priced. Both sides then know what is changing hands and why the number is the number.
Rights, terms, category exclusivity and term length are negotiated to give the partnership somewhere to grow, rather than locking value in year one.
Activation is planned with the rights, and performance is reported against the objective set at the start — which turns renewal into a commercial decision rather than a fresh pitch.
Partnerships built on commercial objectives, not logo placement.
We build partnerships between brands and properties that are designed around a commercial objective from the outset — customer acquisition, product launch, trade influence, brand consideration or direct sales. We identify the right property for the objective, negotiate the terms, and structure the rights so the investment can be measured.
A defensible view of what a sponsorship is worth before you buy it.
Media Scrum applies the discipline of media buying to sponsorship. Every asset in a partnership is identified, valued and mapped to an outcome, so brands understand exactly what they are receiving for their investment and rights holders understand exactly what they are selling.
Turning rights and audiences into durable, renewable revenue.
For event owners, series promoters, publishers and content owners, we build the commercial architecture of the property — what is commercially saleable, what it is worth, who should buy it and why — then take it to market and sell it.
Presence at events that converts attention into customers.
Live audiences are the most valuable and the most easily wasted. We plan and commercialise the on-site experience — footprint, activation concept, staffing model, data capture and sales conversion — so a brand's presence at an event does commercial work, not just decorative work.
Extending a partnership well beyond the event weekend.
Publications, broadcast, streaming, podcasts, YouTube programming and brand ambassadors extend a partnership across the year. We integrate owned, earned and paid media into partnerships so the story keeps working long after the gates close.
Every capability exists to answer one question: what will this partnership return?
See how we workMedia Scrum holds commercial mandates across professional sport, championship motorsport, national events, established mastheads and content platforms. Each is represented because it does something specific for a brand that the others cannot.
Tuff Streeters is bringing Easternats back to Victoria at a freshly restored Victorian Motorsports Park dedicated to reviving the magic of one of Australia's most famous automotive events.
26-28 March 2027, expected attendance 50,000+
A new-format championship with a young, highly engaged fight audience and international distribution — rare access to a property still early enough for a partner to shape it.
Australian-founded championship contested in the 5x5 Brawl Pen, with two-minute rounds and closed-fist striking only
Four days, one location, and an audience that arrives ready to see, hear, touch and buy. For brands, Summernats is a concentrated national marketplace rather than a passive exposure opportunity.
130,000+ spectators and 3,000 entrants at Summernats 38
The NDRC pairs large live crowds with a growing national broadcast audience, so partners receive both experiential access and quantifiable broadcast exposure.
Two-year broadcast partnership with the Seven Network, live and free on 7plus
A single commercial objective rarely lives in one channel. Operating across connected sectors means one partnership can be delivered through a club, a championship, a masthead and a content platform at the same time.
Three partnerships, three different commercial problems. Every figure is drawn from published event, broadcast or research reporting — where a number is unavailable, we say so rather than estimate it.
For brands and their agencies
Retained or project-based. We sit on your side of the table — valuing opportunities you are already considering, testing what has been proposed to you, and negotiating the agreement. Where we also represent a property, that interest is declared before any recommendation is made.
For events, clubs, series and publishers
A mandate to build the commercial architecture of the property — what is saleable, what it is worth, who should buy it — and then to take it to market. Structured around delivery, not retainer alone.
For properties without an internal commercial team
Media Scrum operates as the outsourced commercial department: partnership sales, trade sales, partner servicing and renewal, reporting to the property as its own team would.
Media buying and rights selling. That is why our advice reflects what a property can genuinely deliver rather than what it would like to claim.
If the objective does not justify the investment, or the audience is wrong, that is the recommendation. A partnership that fails is more expensive than one never signed.
Strategy that stops at a document is a cost. We take partnerships to market, negotiate them and sign them.
We work in markets we know at first hand, with the relationships to reach the decision-maker directly rather than through a switchboard.
The biggest MotorEx in the event's 20-plus year history gave commercial partners a rare combination of audience scale, dwell time and purchasing mindset.
Year-on-year gains across every key streaming metric reinforce what a measurable broadcast audience is worth to a championship's commercial partners.
130,000+ spectators and 3,000 entrants across four days — and a trade precinct built for brands that want to be experienced rather than seen.
Whether you are a brand looking for the right property, or a rights holder looking to commercialise what you already own, the conversation starts the same way — with the commercial objective.
Brands that trust us
