Melbourne is a globally recognised, locally-loved events city that supports and delivers a diverse calendar of unique events each year.

At City of Melbourne, through the Event Partnership Program, we support free and accessible events that create memorable, engaging and innovative experiences for both locals and visitors. 

The Event Partnership Program runs one application round annually which is available to events or festivals that will contribute to the city’s vibrancy.

As a partnership program, all events sponsored through the Event Partnership Program may be offered cash and / or in-kind sponsorship, and in return are required to deliver partnership benefits to the City of Melbourne. The benefits are required to be equal to the value of the sponsorship investment, and may include benefits such as brand exposure, marketing and digital advertising, activations, signage, tickets and hospitality.

The Event Partnership Program is a competitive program, regularly receiving more applications than it can support. All applications are assessed against eligibility criteria and outcomes for applicants are determined by the strength of the application, alignment to the program objectives and City of Melbourne’s vision and goals.

Event Partnership Program 2026

Key dates

• Monday 3 March 2025: Guidelines and application form available to preview
• Thursday 24 April 2025: Information webinar
• Thursday 1 May 2025: Applicant consultations
• Monday 5 May 2025: Applications open
• Thursday 8 May 2025: Applicant consultations
• Friday 30 May 2025, 4pm: Applications close
• September 2025: Applicants notified of outcome

Eligibility criteria

To be eligible for the Event Partnership Program, the event must:

• Be free to attend or have significant free programming. 
• Have a minimum of 5,000 attendees to the free programming element. 
• Start between 1 January and 31 December 2026. 
• Show that it is not overly reliant on the Event Partnership Program, by demonstrating that a minimum of 30% of the event’s costs will be self-funded or confirmed to be sourced from other income streams.
• Have a valid Certificate of Currency for public liability insurance.
• Occur within the City of Melbourne municipality. 

Applications will be ineligible if any of the following apply:

• The applicant is not a legal entity with an ABN. 
• The applicant’s ABN entity type is individual or sole trader. 
• Events that offer paid entry tickets only or events that require a compulsory donation for entry. 
• Industry or business events. eg conference, tradeshow, congress, symposium etc.
• The event is an exhibition, PR opportunity, award ceremony, commercial theatre production or recurring market.
• The event is a teaching program, lecture or university open day.
• The event is online only.
• Events that have an adverse effect on public health, safety, the environment or heritage.
• Events that denigrate or exclude any groups in the community.
• Events that sell or promote unethically sourced animal products.
• Events that exploit or use animals in harmful ways. For example, through exhibition or use in performances.
• Events or festivals (including components thereof) that receive funding from another program.
• Organisations that have an outstanding debt to City of Melbourne or that have failed to comply with the terms and conditions of any previous funding agreement with City of Melbourne.  
• The applicant undertakes canvassing or lobbying of Elected Members and / or employees of City of Melbourne in relation to the sponsorship request during the application and assessment period.
• The applicant is a City of Melbourne employee.

Ineligible applications will not advance to the assessment stage and applicants will be notified.

Contact us

To discuss any queries regarding the eligibility of your event, or the application process, please contact the Event Partnership team via email: eventsponsorship@melbourne.vic.gov.au