BOQ Takes the Helm as Presenting Partner of Queensland’s Iconic Ekka

Bank of Queensland (BOQ) is stepping into the spotlight as the new presenting partner of the Royal Queensland Show, or Ekka, starting this year. The deal locks in BOQ for the next three years, promising a fresh chapter in one of Queensland’s most beloved traditions.

This partnership is more than a sponsorship; it’s a coming together of two institutions deeply rooted in Queensland’s culture and community spirit. The Ekka, with its 149 years of history, and BOQ, a bank born and bred in the Sunshine State, are aiming to boost the regional communities and bring Queensland’s rural pride front and center in Brisbane.

A Partnership Born of Shared Values and Regional Pride

Brendan Christou, the Chief Executive of the Royal National Agricultural and Industrial Association of Queensland (RNA), put it simply: BOQ is a perfect match for the Ekka.

“The Ekka is all about bringing the country to the city and celebrating the best of Queensland,” he said. It’s a fair point — the Ekka’s whole vibe is about showcasing agriculture, local produce, and rural life to urban dwellers.

Christou highlighted that BOQ’s strong ties to the Queensland community make this partnership feel right at home. “BOQ’s Queensland heritage combined with their strong connection to community and commitment to Queensland families and farmers aligns perfectly with our values,” he explained.

For BOQ, this is an opportunity to reaffirm its dedication to Queenslanders. The bank has long prided itself on serving regional and rural clients, making this collaboration a natural extension of its mission.

What This Means for Queenslanders and the Ekka Experience

With BOQ on board, visitors to the Ekka can expect some fresh energy and new initiatives designed to enhance the experience. While the details are still being fleshed out, insiders hint at community-focused programs and greater support for exhibitors.

The Ekka itself is more than just a fair. It’s a celebration that draws families, farmers, and city slickers together every August. It shines a light on local livestock, crafts, and food, creating a unique blend of education and entertainment.

• Community outreach programs

• Support for regional exhibitors

• New financial literacy workshops for young Queenslanders

These are just a few examples of what might come from this collaboration.

The partnership is also a signal of BOQ’s commitment to keeping Queensland’s agricultural and regional sectors vibrant in an increasingly competitive financial market. The bank’s support could help smaller farms and businesses gain better access to resources and exposure through Ekka’s wide-reaching platform.

The Ekka’s Role in Queensland’s Cultural Fabric

For nearly 150 years, the Ekka has been a pillar of Queensland life. It’s where city meets country, and where traditions are passed down through generations. The fair’s ability to evolve while staying true to its roots is part of why it remains a beloved annual event.

This new chapter with BOQ seems set to deepen that connection. Both parties have their eyes on making sure the Ekka stays relevant in a changing world while celebrating the heritage that makes Queensland unique.

The Ekka is a yearly reminder of the importance of community, hard work, and the natural bounty Queensland offers. Adding BOQ as the presenting partner feels like a full-circle moment, bringing together a bank that grew with Queenslanders and a fair that has told their stories for generations.

Looking Ahead: What to Expect in the Next Three Years

Though the Ekka partnership is freshly inked, there’s a buzz about what lies ahead. Early talks suggest:

• Expanded financial education for young attendees

• Greater investment in regional exhibitor support

• Enhanced visitor engagement with interactive experiences

Here’s a quick look at the timeline and key highlights for the partnership:

No doubt, Queenslanders will keep an eye on how this relationship unfolds, hoping it brings fresh opportunities to the Ekka and beyond.