John Martins sold the Pageant to the State Government of South Australia. The Pageant is now owned by Events South Australia (formerly Australian Major Events), a division of the South Australian Tourism Commission and the naming rights sponsors are the four leading South Australian credit unions; People’s Choice, Beyond Bank Australia, Credit Union SA, Police Credit Union with additional assistance from the Adelaide City Council, David Jones and the many volunteers and other supporters involved. The credit unions maintain the Pageant Queen tradition, using the Queen and the Princesses to spread the Pageant magic and Christmas cheer to regional areas.