Bathurst Regional Council has launched a landmark campaign inviting commercial partners to leverage exclusive over-track and billboard signage deals at the Mount Panorama Racing Circuit for the first time in the track’s history.
The strategic first-of-its-kind move at Australia’s largest publicly-owned circuit marks the latest step in Bathurst Regional Council’s plan to unlock novel revenue streams, which will boost the local economy and continue to establish Bathurst as an economic driver for the State.
Deputy Mayor, Ben Fry (pictured) said the move was a major milestone for the region, and one that will deliver lasting benefits and meaningful returns to the Bathurst community.
“Mount Panorama is a prestigious, global stage known by many, and we are excited to unlock this rare opportunity for national and international brands to grab a slice of our famous circuit and be part of its deep history,” he said.
“Our racetrack is internationally acclaimed and not only is it televised nationally throughout the year, it also welcomes more than 280,000 visitors to the circuit annually outside race events to experience the magic in person.”
Bathurst Regional Council’s economic research shows 7-in-10 Australians can recall the specific advertisements on regional billboards, which is 20% higher than traditional advertising channels, specifically in metropolitan locations.
“As one of Australia’s most iconic circuits, this launch marks a groundbreaking opportunity for brands to harness a powerful regional asset, driving real economic impact and meaningful engagement within the local community,” said Cr Fry.
“There are eyes on Mount Panorama, we know that. We want to ensure we can leverage this visibility to create a sustainable revenue driver that will be put straight back into the local community.”
He said cost-shifting onto local regional councils has surged under the NSW State Government, with Local Government NSW’s recent report revealing that an estimated $1.5 billion of financial responsibility has shifted onto councils.
“Under the current government, regional councils in New South Wales have really felt the pinch as more responsibilities drift our way while grant taps turn on intermittently.
“It is clear households are under pressure right now, though, so Bathurst Regional Council is doing its part to ensure we can ease the cost-of-living burden our community is facing by ensuring we are getting the most of this region’s famous assets.
“Instead of defaulting to pushing these costs onto the community and increasing rate bills, we are tightening spending where we can and commercialising our highest-profile asset.
“Leasing premium signage at the Mount Panorama Racing Circuit helps fund services without leaning further on our Bathurst ratepayers.”
Expressions of interest are now open for brands to submit to advertise on the track, with the overall goal of reviewing submissions to ensure they align with community values and respect the circuit’s deep history.
Both over-track billboards and trackside signs will be available at key locations, with multi-year term options available. Submissions will be assessed on brand reputation, suitability within the Mount Panorama precinct and bid value.
The Expression of Interest (EOI) process is now open and will close at 10 am Tuesday, 28 October 2025. For more information, visit https://www.bathurst.nsw.gov.au/.
