Australian retirement income brand, Challenger, has struck a three-year partnership with the Melbourne International Flower and Garden Show (MIFGS).

Challenger is the exclusive Presenting Partner of the Achievable Gardens, a competition which offers students and educational institutions an opportunity to showcase their design skills and horticultural knowledge. It will also be Presenting Partner of the Seafood and Sips Lounge, an exclusive experience in which attendees can take a moment to relax and enjoy local produce.

The partnership will see landscape designer and TV personality, Charlie Albone, design Challenger's Garden display at the Challenger Achievable Gardens.

"Challenger is delighted to partner with the Melbourne International Flower and Garden Show. Drawing a crowd of over 100,000 visitors with 60% of attendees aged over 45, it’s an important event in our customers’ annual calendar," said Challenger CEO, Nick Hamilton.

"Australians are passionate about home improvement and gardening, it’s a favourite pastime particularly for retirees. Being outdoors and in nature has significant health benefits and is a key part of living an enjoyable retirement."

This partnership forms part of Challenger's broader brand sponsorship strategy, following a successful alliance with the Professional Golfers Association (PGA) of Australia announced in October 2023.

"We are committed to fostering creativity and innovation, and excited at the opportunity Challenger Achievable Gardens will provide aspiring designers, horticulturists and the everyday Australian," Hamilton stated.

Designer of Challenger's Achievable Gardens, Charlie Albone, said the inspiration and concept for designing Challenger’s Achievable Gardens is the journey of life of its customers.

"I wanted to instil a sense of confidence, stability and longevity to associate with the Challenger brand when people enter the garden. We ask visitors to walk through garden, draw innovation from innovative plant use and upcycled materials, and finish in the relaxed garden space," he said.