"[We're a] natural fit with the Chamber of Commerce and business community."
Mr Patchell said Deloitte client Pukeroa Oruawhata Holdings was also a category sponsor so they'd had some experience around the event.
"We've been impressed by the organisation and the presentation of the awards annually."
His fellow partner John McRae agreed the new partnership was a "natural fit".
"We're striving for business excellence for all our clients ... so it was not a hard sell," he said. "We're pleased to be involved and look forward to a long-term relationship."
Westpac's Steve Pinder said the Rotorua awards were recognised as being a "particularly strong" set of awards, with part of that down to its sponsors.
He said Unison had decided to move on to a "different model".
"They've been a great sponsor for a number of years," he said. "We needed a strong recognised brand to replace them."
Mr Pinder said it was fantastic Deloitte had come on board, with its global reputation adding credibility to the awards.
"It's about business excellence, so we wanted to be associated with companies that excel."
Mr Pinder encouraged businesses yet to enter to take a chance and do so.
"Everyone who enters always says they're glad they did ... it's getting people to review your business from a different point of view."
Mr McRae will form part of this year's judging panel, which is headed by new convenor Scott Wikohika, the Maori business manager at Westpac.
The 2014 judges named so far are (three more to be announced):
John McRae; Allison Lawton, director of Avid Creative Business Agency; Merepeka Raukawa-Tait, Rotorua District councillor, Lakes District Health Board member and chairwoman Te Arawa Whanau Ora Regional Leadership Group; Gavin Long, business manager at Westpac; Blair Millar, chief executive Whakarewarewa Thermal Village; Ruth Goldsbury, general manager sales Department of Discovery; Louis Sylvester, aquatic and leisure manager Rotorua District Council; Kellie Hamlett, owner Talent ID.
For information and entry forms go to www.rotchamber.co.nz.