The City of Greater Bendigo made the announcement on Monday morning, and will also announce a "bright new brand" for the festival.

Councillor Rod Fyffe said corporate sponsorships were important for events like the Easter Festival.

"This type of corporate support is integral to the success of the festival and it's great to see one of the city's largest corporate employers continue their support for Australia's oldest ongoing festival," he said.

"It was time to refresh the look of the festival branding to give it a more contemporary and bright feel and reflect the new Hazeldene's naming sponsorship."

The festival did not have a naming rights sponsor this year.

Cr Fyffe said the city had coped, but would benefit from the extra funding in the coming years.

"We managed our resources for this year's festival. The sponsorship means we can now put more resources into next year's festival," he said.

"The public wants to see new things each year. This will help us to make that happen."

Hazeldene's has supported the festival's Good Friday Family Day since 2008.

Hazeldene's manager of corporate affairs Vicki Gaudion said the company is "proud" to have its name associated with the festival.

"The Bendigo Easter Festival is a truly local event that is loved by the community and we at Hazeldene's believe it's a great fit for our company," she said.