The Cherry on Top: National Cherry Festival Secures SWSbank Naming Rights Sponsorship to 2028
Hilltops Council is delighted to announce that SWSbank has renewed its naming rights partnership with the National Cherry Festival, committing to the beloved regional event through 2026, 2027, and 2028.
The renewal cements one of the Hilltops region's most valued community partnerships and ensures that the SWSbank National Cherry Festival continues to be delivered at the standard that visitors and locals have come to love.
A Festival Built on Heritage
First held in 1949, the National Cherry Festival has grown from a local celebration of the Hilltops cherry harvest into one of regional Australia's most celebrated and enduring events, drawing visitors from across Australia and beyond. Young remains the cherry capital of Australia, and the festival stands as a living expression of the region's agricultural heritage, community spirit, and the generations of families, many with multicultural roots, who have helped shape the Hilltops identity.
This year's milestone was further distinguished by national recognition, with the festival’s opening night, Multicultural Cherry Fiesta, taking out the 2026 NSW Local Government Association Excellence Award for Festivals and Community Events, a testament to the event's growing reputation and cultural significance.
A Partnership Embedded in Community
With SWSbank marking its own 54th birthday this year, the renewed partnership reflects a shared history between two institutions that have grown alongside the Hilltops community. As a customer-owned bank, SWSbank's commitment to the festival goes beyond naming rights; it is a genuine expression of the bank's investment in the people and places that make the Hilltops region special.
SWSbank Chief Strategy and Engagement Officer, Jayson Smith, said the partnership was one the bank was proud to continue.
"We're incredibly proud to support the SWSbank National Cherry Festival because it brings people together and celebrates the spirit of this region. As a customer-owned bank, we see our role as backing the people, places and events that make the Hilltops such a special place to live, work and visit”.
SWSbank staff will once again be part of the celebrations across the festival weekend, joining locals and visitors in the parade and community activities. The SWSbank Superhero Mascots, Benny Banker and Penny Saver, will be out and about at Friday's Multicultural Cherry Fiesta and in Saturday's parade, adding to the festivities for families and visitors alike.
Driving Economic Growth and Regional Recognition
The National Cherry Festival delivers significant economic benefits to the Hilltops region, attracting thousands of visitors across the event weekend and generating activity across local accommodation, hospitality, retail, and tourism operators. The festival’s growing national profile — bolstered by its award recognition and strong attendance — continues to raise the Hilltops region's identity as a premier destination for regional events and agritourism.
Hilltops Council Mayor, Brian Ingram, welcomed the renewed partnership.
"The National Cherry Festival is a flagship event for the Hilltops region, celebrating our rich agricultural heritage and bringing our community together each year. SWSbank has been a valued partner of the Festival, and we are pleased to see that partnership continue through to 2028. As a customer-owned organisation with strong local connections, SWSbank shares our commitment to supporting regional communities, and we look forward to building on the Festival's success together over the coming years."
The 76th SWSbank National Cherry Festival will be held from Friday, 4 December to Sunday, 6 December 2026 in Young, NSW.
