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Melbourne Royal expanded its sponsor base and grew its commercial program at this year’s Melbourne Royal Show held from 25 September to 5 October.
It added several new partners and built on long-term relationships with major brands.
Melbourne Royal executive GM of experience & commercial, Hanna von Bibra said Coca-Cola, Metro Trains and Sushi Hub remained cornerstone partners with activations that reinforced their brand presence.
“Coca-Cola has been with us for almost two decades,” von Bibra added.
“Last year for the first time, [it] took the naming rights to the Eat Street precinct, which is where around 50% of our catering takes place.
“This year was the first year of their five-year renewal.”
Within Eat Street, Coca-Cola created a frozen beverage zone featuring beanbags and umbrellas, offering frozen Coke and raspberry products alongside a relaxation area.
Von Bibra said the precinct would remain a key activation focus for the brand over the next five years.
Metro Trains also returned with its popular miniature railway and added a simulator experience in the community pavilion.
The activation sees visitors virtually “drive” through Melbourne’s new Metro Tunnel, which opens later this year.
“They coupled that with a community education piece about Melbourne’s major infrastructure changes, including the West Gate Tunnel,” she said.
“It’s a great way to engage families with projects that will soon impact their daily lives.”
Food partner, Sushi Hub again sponsored the entertainment precinct, presenting the Airtime FMX stunt show and live performances by magician, Sam Powers.
The brand extended its presence through MC-led giveaways, Sushi Hub vouchers and branded merchandise.
“[It does] a great job of creating surprise and delight moments,” von Bibra said.
“Kids love the figurines and backpacks, and parents appreciate the fresh, healthy meal options.”
New partnerships also contributed to a more diverse brand mix across the 2025 event.
Victoria’s Transport Accident Commission (TAC) activated the How Safe is Your Car? campaign in the community pavilion and took naming rights to the car park entrance used by about 40% of show visitors.
“[It] gave out freshly squeezed lemonade with the message ‘don’t drive a lemon’, which tied neatly into the safety theme,” von Bibra said.
The state’s container deposit scheme, VicReturn was also a first-time partner.
It activated to educate visitors about recycling. The program featured purple bins, educational signage and a large mascot named, Can Do.
“It did a fantastic job. Children could ‘return’ cans with Can Do, and it’s already influenced some families to start collecting and recycling at home.”
Von Bibra noted that International Animal Health, a long-time supporter of the show’s livestock competitions, became a formal partner this year.
It provided thousands of prizes across blue ribbon competitions.
This year’s Melbourne Royal Show maintained strong attendance, exceeding 400,000 visitors, and achieved moderate commercial growth compared with 2024.
“We’re about 5% up on last year,” von Bibra said.
“Before COVID, sponsorship was at a very high level, but it halved during that time. We’re still in recovery, but it’s heading in the right direction.”
Seventeen sponsors renewed their deals this year, with four additional brands joining the roster.
The combination of partner retention and targeted new deals helped stabilise revenue while introducing activations that reflected community priorities around safety, recycling and sustainability, Von Bibra said.
Melbourne Royal is also continuing discussions with the Royal Agricultural Society of NSW, the Royal Adelaide Show and the Royal Queensland Show to develop national sponsorship proposals.
According to Von Bibra, the collaboration will offer brands the ability to activate across multiple events with consistent assets.
“We’re looking for national brands for these proposals,” she said.
“Between our four shows, there’s over 2.2 million patrons actively engaged for more than six hours. That dwell time gives sponsors enormous opportunity.”
The joint approach would allow partners to replicate activations such as the woodchop arena, animal nursery or show bag pavilion across multiple states.
Von Bibra said efficiencies gained from a single proposal could make it easier for brands to justify investment.
“It streamlines things for both the shows and the sponsors,” she said.
“If they can get the same asset nationally, it reduces cost and effort while expanding reach.”
Melbourne Royal is also seeking its first Presenting Partner, which von Bibra said represents a major opportunity for a brand wanting to align with the show.
“You could pick up the naming rights for the Melbourne Royal Show for just under $500,000 a year,” she revealed.
Von Bibra said interest generated from last year’s Sponsorship News coverage led to new discussions with potential sponsors, and she hopes this year’s results will continue that momentum.
“Last time we did an article, a company reached out to discuss sponsorship,” she said.
“We’re still in conversation for a long-term deal.”
