2025/26 Event Sponsorship Fund

Hamilton City Council has a goal to promote the city through the support of events in Hamilton and has a priority to focus on events and business tourism. The goal is best described as the promotion of Hamilton as a business and event visitor destination of note.

Hamilton’s Event Sponsorship Fund is designed to provide financial support to organisations delivering events in line with Hamilton’s objectives. The application of the Event Sponsorship fund will focus on larger event opportunities where exposure will reach well beyond Hamilton delivering high profile coverage and where it will attract significant numbers of visitors.

Hamilton receives many requests for sponsorship therefore allocation of funds is highly contestable. The money is a sponsorship and not a grant. Hamilton is to be treated as any commercial sponsor would in terms of recognition and benefits and this is negotiated on an individual basis with approved applicants. Sponsorship funding will be allocated to support the effective organisation and marketing of events, and is not intended to fund operating shortfalls.

Objectives

Applicants interested in applying for funding need to ensure their events help to achieve these objectives and meet the criteria of Council's Event Sponsorship Policy

• To ensure best value from Council’s investments and that a fair and transparent process is used in the allocation of event sponsorship funds.
• To develop new long term business opportunities for Hamilton Businesses.
• Establish event tourism strategies and new community opportunities as a result

Showing you meet the criteria

You’ll need to successfully show us that your event will result in at least one of the benefits listed under the criteria:

1. Exposure and promotion for the city
   The event lifts the status, awareness or profile of Hamilton through the media exposure it receives (international/national & local). It helps position Hamilton as New Zealand's premier events destination and provides proof of Hamilton's positioning as a go-ahead, modern, achieving and well-balanced city.
2. Economic benefits for the city
   The event increases the number of people who would normally come into the city at that time thereby providing potential benefit to local businesses. Events that bring in new money and result in people staying in Hamilton are more desirable. Supports events that bring visitors to Hamilton.
3. Promote pride and sense of place for Hamilton residents
   The event gives local residents and those living outside Hamilton, additional entertainment choice and recreational opportunities as well as creating a more vibrant and interesting local lifestyle

More information can be found here.