The National Pharmacies Christmas Pageant is the world’s second-largest public parade and the traditional start to the festive season in Adelaide, with hundreds of thousands of happy faces lining its 3.2-kilometre route each November. The event is owned and managed by the South Australian Tourism Commission on behalf of the South Australian Government.  

Every year a huge 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 and television promotion, education and merchandising have seen the National Pharmacies Christmas Pageant continue to build and shape its legacy.  

Since 1933 the event has delighted South Australians, sharing the festive spirit through each character, float, band and clown. It celebrated 90 years in 2022 and allows families and friends to share joy, amazement and a powerful sense of community.  


The National Pharmacies Christmas Pageant offers a range of commercial partnerships. We connect strong, innovative brands and organisations to government and business, as well as passionate local and national audiences. 

Our team proudly 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 get to work. 
Please get in touch to discuss how we can create a tailored package to meet your needs. Opportunities include: 

  • Float sponsorship
    Broadcast integration with a live television acknowledgement and branding opportunities on the float’s tow motor flag.   

  • Pageant participation
    Participating in the annual National Pharmacies Christmas Pageant is the ultimate and uniquely South Australian opportunity desired by many. Partners are invited to leverage this event for staff, clients or as a consumer incentives to drive engagement, create lifetime memories, support the community and of course have fun! 

  • Clown School
    Enrolling in the National Pharmacies Christmas Pageant’s official Clown School is a memorable team-building activity. Students receive an official certificate – and a place in the event. 

  • Corporate hospitality 
    Your very own private area in a premium position along the National Pharmacies Christmas Pageant route. This includes shelter, toilets, security and a front-row position to watch the event, with partners able to theme, brand and provide catering in their marquees. 


National Pharmacies is the title sponsor of the Christmas Pageant and a proud South Australian organisation. Since opening its first Adelaide dispensary in 1911 National Pharmacies has expanded to 51 pharmacies across South Australia, Victoria and New South Wales, and 20 Optical Stores in South Australia. National Pharmacies is proud to partner with the event to continue captivating generations of Australian children.  


Robert Caruana 
Commercial Partnership Manager 
[email protected]

Naming Rights Sponsor

National Pharmacies