Santos Tour Down Under Associated Events Program

BE PART OF AUSTRALIA’S GREATEST FESTIVAL OF CYCLING CREATE YOUR PLACE IN THE RACE

The Santos Tour Down Under is more than a race – it’s a state-wide festival that brings South Australia to life each January.

The Associated Events Program brings together a collection of independently hosted events and activations that create a connected program of experiences across Adelaide and the regions.

Whether you're a local business, tourism operator, community group, sporting club, council or cultural organisation, this is your opportunity to create an experience that becomes part of the race story.

Together, we're creating the world's most loved World Tour race.

WHAT IS AN ASSOCIATED EVENT?

An Associated Event is an independently run experience that adds to the buzz of the Santos Tour Down Under. This could include:

Themed food or drink offers
Long lunches, tastings or dining experiences
Community events or street activations
Race-day watch parties
Cycling-related or participation-based activities

Your event should help people enjoy more of South Australia during race week – before, during or after the peloton comes through.

WHAT WE ARE LOOKING FOR

We’re looking for events and activations that:

Connect to the Santos Tour Down Under
Feel linked to the race, cycling culture or race-day experience
Create atmosphere and energy
Add to the excitement, buzz and overall experience
Showcase South Australia
Highlight local food, wine, produce, culture or community
Enhance the visitor experience
Give people more reasons to stay, explore and spend time in your area
Are open and accessible
Welcoming to locals and visitors, and easy to participate in

All events are reviewed by the Tour Down Under team, and we’ll work with you where possible to support your involvement.

WHY GET INVOLVED

As a part of the program, you will:

Be included on the official Tour Down Under website and in the printed program
Have access to the Santos Tour Down Under Associated Event trademark logo
Be included in the broader festival program
Have access to official imagery and branding
Be able to promote your event as an official Associated Event
Benefit from promotion of the event overall

TIPS FOR A STRONG EVENT

Events that perform well in the program typically:

Align with race days, routes or key locations
Offer something unique or memorable
Make it easy for people to drop in or participate
Showcase local flavours, stories and experiences
Create a great atmosphere (think sound, colour, energy)

ELIGIBLE EVENTS

Events must:

Take place in South Australia
Be open to the general public
Occur during, or directly around the Tour Down Under event period (16 January – 24 January 2027)
Demonstrate a clear connection to the Tour Down Under or race experience

KEY DATES

Applications open – Monday 31 August 2026
Round 1 – to be included in online launch + printed program lift out
Applications due – Friday 2 October 2026
Acceptance advised – Wednesday 7 October 2026
Round 2 – to be included printed program lift out
Applications due – Monday 2 November 2026
Acceptance advised – Friday 6 November 2026

FAQ'S

Acceptance into the Santos Tour Down Under associated events and activations program includes a wealth of benefits.

It allows an associated event/activation host the right to use the Santos Tour Down Under “Associated Event” trademark logo to market their event. They will also benefit from the overarching marketing and communications activities for the entire festival and may receive additional support through various targeted digital, social and publicity campaigns. All ticket revenue from an associated event is passed on directly to the event host, and likewise all costs associated with running the event remain the event host’s responsibility.

Other benefits include:

Inclusion in the Santos Tour Down Under printed program

Inclusion on the Santos Tour Down Under website

Potential access to a national audience

Activating to a captive sport loving audience

Opportunity to collaborate with other businesses

Be a part of South Australia’s major sporting event calendar

2027 Associated Event Promotion Term's & Conditions

HOW TO APPLY

All associated event applications must be processed through Eventotron. When applying, you will be asked to provide detail on your event including venue and marketing information, plus images.

1. Visit https://www.eventotron.com/
2. Click Login / Sign Up (If you have previously registered an event with Eventotron, please use your existing login details.)
3. Click on Festivals & Seasons and search for Santos Tour Down Under 2027
4. Click ‘apply’
5. Work your way through the application completing Steps 1-10 of the application form

Our team will review your application and confirm outcomes.

EVENTOTRON INSTRUCTIONS

SUPPORT

NEED HELP?

If at any stage you need help or have questions, please don’t hesitate to contact us.

Santos Tour Down Under Team: [email protected]

Please note: This event is solely organised and conducted by a third party as part of the Santos Tour Down Under 2027 associated event program. The South Australian Tourism Commission (“SATC”) is not the organiser of this event and is not responsible for the planning, execution or management of any aspect of the event. While care is taken to consult with organisers regarding event details, SATC makes no guarantee as to the accuracy of information contained on this webpage and recommends that you contact the event organiser with any queries or requests for up-to-date information.