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³Ô¹ÏÍøÕ¾ Pharmacies will see South Australia’s cherished Christmas Pageant through to its centenary, confirming their commitment to the event as naming rights partner for the next decade.

The news of a 10-year sponsorship deal comes as children and families across the state prepare to make their way into the city tomorrow, Saturday 12 November, for the 90th anniversary of the Christmas Pageant.

This year, it is a double celebration as it’s also the first time since 2019 that the event has taken place on the streets. More recently, it was held as an arena spectacular at Adelaide Oval due to covid.

³Ô¹ÏÍøÕ¾ Pharmacies first became naming rights sponsor of the major event in 2019. They took over from the Credit Unions (People’s Choice Credit Union, Beyond Bank Australia, Credit Union SA and Police Credit Union) who had been the Christmas Pageant’s collective naming rights sponsor from 1996.

Over 300,000 people lined the city’s streets for the first year of the ³Ô¹ÏÍøÕ¾ Pharmacies sponsorship in 2019. It is hoped that these same numbers, and potentially more, turn out this year.

Premier of South Australia Peter Malinauskas recognised ³Ô¹ÏÍøÕ¾ Pharmacies as a great fit for the iconic South Australian event.

“³Ô¹ÏÍøÕ¾ Pharmacies has made a huge impact on the Pageant since becoming naming rights sponsor. They have supported the event through some of the biggest challenges in its 90-year history – when Covid put a stop to major events across the globe, ³Ô¹ÏÍøÕ¾ Pharmacies and the Christmas Pageant team came up with a safe and workable solution to ensure children and families would not be without their beloved festive season opener,” said Premier Malinauskas.

“As a proud South Australian organisation that has been caring for the community since 1911, ³Ô¹ÏÍøÕ¾ Pharmacies is a great fit for the Christmas Pageant and reflects a true South Australian pairing. I commend ³Ô¹ÏÍøÕ¾ Pharmacies, their Board led by Pauline Carr and their CEO Vito Borrello, for their commitment to South Australia and to our iconic Christmas Pageant.”

Vito Borrello, Chief Executive Officer, ³Ô¹ÏÍøÕ¾ Pharmacies said extending the sponsorship made good sense.

“Since we came on board, our employees and members have embodied everything the Christmas Pageant stands for – community and family. They have jumped at the chance to be part of the magic that takes place both in the lead up to the event as well as on Pageant Day,” said Mr Borrello.

“It also adds value to our business, offering our employees and members with a truly unique experience which they grab with both hands.

“We look forward to seeing what the future holds for the ³Ô¹ÏÍøÕ¾ Pharmacies Christmas Pageant and celebrating the journey to its 100th year.”

Hitaf Rasheed, Executive Director, Events South Australia echoed Mr Borrello’s excitement for the future of the southern hemisphere’s largest Christmas parade.

“The ³Ô¹ÏÍøÕ¾ Pharmacies Christmas Pageant is one of South Australia’s signature events. It has stood the test of time and continues to be important to the South Australian community, drawing crowds upwards of 300,000 to the heart of our city in the lead up to Christmas,” said Ms Rasheed.

“The value of the event can not only be seen on the faces of children sitting behind the famous blue honour line, but also in terms of increasing visitation to the city and in turn boosting the local economy.

“It has been fantastic to collaborate on this event with ³Ô¹ÏÍøÕ¾ Pharmacies and we thoroughly look forward to continuing this special partnership over the next 10 years. Thank you to the entire ³Ô¹ÏÍøÕ¾ Pharmacies team.”

Brian Gilbertson, Director of the ³Ô¹ÏÍøÕ¾ Pharmacies Christmas Pageant praised ³Ô¹ÏÍøÕ¾ Pharmacies staff and members for helping spread joy on Pageant Day and making the event a success.