Carols in the Domain, one of Australia’s most recognised Christmas events, will adopt a new name for the first time in more than two decades, with The Salvation Army taking over as naming rights partner from 2025.
The switch ends Woolworths’ 21-year run as naming sponsor of the Sydney-based celebration, which will now be officially titled The Salvation Army’s Carols in the Domain for its 43rd edition, to be held on Saturday December 20.
Organised by long-time event producer Michael McKay, President of activeTV, the rebrand reflects a deepening of the partnership with The Salvation Army, which has been the event’s official charity partner since year two.
“It gives me enormous pleasure to announce that, as of 2025, the 43rd event will be known as The Salvation Army’s Carols in the Domain,” McKay said. “Our focus will be on supporting the important work of the Salvos at Christmas and how we can continue to make a difference for those doing it tough during the festive season.”
Janine Kewming from The Salvation Army added: “We are proud to extend our strong connection with Carols in the Domain and promote our shared values of bringing the true hope and joy of Christmas to life by giving back to those in need through our annual Christmas Appeal.”
Event founder Robyn Hobbs described the new partnership as “a dream come true”, thanking both The Salvation Army and activeTV for aligning the event with a charity that has long been part of its fabric.
Woolworths will remain involved as a major supporter. Organisers and partners have thanked the retailer for its contribution to the event’s growth over more than two decades.
“Our mission statement in recent years has been simple: To Give Australians A Joyous Christmas,” McKay said.
“By working even more closely with the Salvos, and with the unwavering generosity of Aussies, we’ll be able to ensure that joy spreads to the very outreaches of our community.”
Carols in the Domain is Australia’s largest annual Christmas celebration.