It's a funding initiative, but with a difference: it's competitive and council makes no secret that it's looking for bang for its buck.
It's called the Vibrant City Sponsorship Program and it's open from Monday.
Some of the city's most successful and best know events have benefited from it - think Garden Ramble, Maitland River Run, Artastique, Maitland Triathlon and The Real Film Festival for starters.
The annual program offers both in kind and financial sponsorship to local organisations that fit within the Program guidelines. But unlike other grant programs, this is a competitive sponsorship round where Council is seeking a demonstration of impact and return on investment.
"We look forward to receiving creative applications from a range of organisations for initiatives that demonstrate both a contribution to the vibrancy of the community as well as a demonstrated benefit for Council's investment," Council's Team Leader Marketing, Cassie Renshaw said.
Individuals and organisations considering applying are encouraged to make contact with Maitland City Council's Marketing Team before lodging their application.
Applications for sponsorship under the Vibrant City Sponsorship Program can be made from Monday via Council's website and will be reviewed and assessed against the key criteria available online.
Applications close Friday, July 3.