Managed Event Sponsorship

Events South Australia is proud to work with a range of partners across our managed events.

TDU Sponsorship

Santos Tour Down Under

Australia's greatest cycling race, the Santos Tour Down Under, is the first stop for the world's best cycling teams and riders as the opening event of the UCI WorldTour.

First held in 1999, the Santos Tour Down Under is the biggest cycling race in the southern hemisphere.

Not just a bike race, the Santos Tour Down Under is also the largest festival of cycling in the southern hemisphere, with a range of associated events, mass participation rides for kids and adults, street parties and live music combining to create a massive party atmosphere across South Australia.

Facts and figures

  • The Santos Tour Down Under is Australia’s greatest cycling race, consisting of a UCI WorldTour race (men’s), a UCI ProSeries women’s race, a national criterium in the CBD, a central City of Adelaide Tour Village and associated events.
  • The event is a primary point of aggregation of Australia’s cycling audience.
  • The Santos Tour Down Under owns and produces the television broadcast for national distribution (Seven West Media) and internationally through a partnership with the Amaury Sports Organisation (owners of the Tour de France), offering a local, national and international platform for commercial partners.
  • A crowd of 779,362 people attended in 2020.
  • A total of 44,800 event-specific visitors in 2020 were from interstate and overseas (89% interstate and 11% overseas).
  • The economic impact of the 2020 Santos Tour Down Under was $66.4 million.
  • An estimated 82,000 people visited the City of Adelaide Tour Village in 2020.
  • A total of 22,383 items of media coverage with an estimated PR value of $294 million were generated.
  • Thirty-nine hours of domestic broadcast race coverage were shown on Seven.
  • Stages 1-3 of the Women's Santos Tour Down Under streamed live for the first time.
  • Race coverage is seen in 190 territories worldwide, with 64 international media rights agreements.
  • The Santos Tour Down Under is the multiple winner of Best Tourism Event and Best Sporting Event at the Australian Event Awards.
  • The event has a social media audience of more than 230,000 fans.

Tasting Australia presented by RAA Travel started in 1997 with Events South Australia becoming responsible for its management from 2014.

Showcasing the best of the country alongside home-grown heroes – be chefs, winemakers, producers, brewers, distillers, restaurateurs and more – Tasting Australia brings together a full-bodied, locally grown program of activity. The next edition of Tasting Australia presented by RAA Travel will take place from 29 April – 8 May 2022.

Facts and figures

  • Tasting Australia presented by RAA Travel is led by creative team Darren Robertson, Karena Armstrong, Nick Stock and Emma McCaskill. South Australian culinary legend Simon Bryant is patron of the festival.
  • Run over 10 days, it attracts over 11,000 interstate and international visitors.
  • Its program features more than 180 events.
  • The festival’s 2019 economic impact was $5.5 million.
  • In 2019 the festival welcomed more than 64,000 people to its Town Square hub in the heart of Adelaide.
  • The PR value of the 2019 Tasting Australia event was estimated at $25 million, with a total media item count of 1,921.
  • Tasting Australia presented by RAA Travel has a social media audience of more than 59,800 people. It maintains strong media partnerships with The Advertiser and Channel Seven.
  • Fodor's Travel named Tasting Australia one of the most exciting food festivals to experience in the world, alongside Venice Food & Wine Festival and New York City Wine and Food Festival.
  • "The country’s most intriguing, engaging and surprising gastronomic festival." John Lethlean, The Australian
TA Sponsorship

Tasting Australia 2017

The National Pharmacies Christmas Pageant is the traditional start to the festive season in Adelaide, with hundreds of thousands of happy faces lining the 3.2-kilometre route each November.

Every year a culturally diverse audience of children and adults eagerly awaits the arrival of floats as this magical parade brings Christmas joy to the streets of Adelaide.

Growth initiatives such as activations, public engagement, national media coverage, national television promotion, education and merchandising have seen the National Pharmacies Christmas Pageant continue to build and shape its legacy.

In November 2021 the event celebrated 89 years of delivering magic and joy, with a COVID-SAFE spectacular at Adelaide Oval.

The National Pharmacies Christmas Pageant brings a world of wonder to the people of South Australia through every character, float, band and clown. It allows families and friends to share joy amazement and a sense of community.

Facts and figures

  • A total of 325,000 spectators lined the streets of Adelaide to enjoy the 2019 National Pharmacies Christmas Pageant.
  • The 2019 event had a live and replay national broadcast audience of more than 269,900 people.
  • In total 244,965 minutes of event footage was streamed for viewing on pageant day, up 123 per cent on 2018.
  • The 2019 National Pharmacies Christmas Pageant had a PR value of $15.4 million.
  • A total of 77,782 website sessions were logged for the 2019 event.
  • The National Pharmacies Christmas Pageant has a social media audience of more than 59,000 people.
  • The event maintains strong media partnerships with The Advertiser and Channel 9.
Xmas Pageant Sponsorship

National Pharmacies Christmas Pageant

Events South Australia offers a range of commercial partnerships for our four managed events. We join strong, reputable brands and organisations in connecting across government, business and local, national and international audiences.

Our team collaborates with partners to build a shared understanding of commercial imperatives and deliver tangible results. We’ll work with you every step of the way to ensure the audiences you seek are authentically engaged. We’re creative, passionate and ready to deliver quality programming, rich content platforms and in-event activations.

Be part of the experience with Events South Australia.

Get in touch

Our commercial team welcomes the chance to speak with you about event partnerships.

For all sponsorship enquiries, please contact Ryan Healy on [email protected]