In a landmark move for Australian horse racing, the Victoria Racing Club (VRC), Tabcorp, and broadcaster Nine have forged a pioneering broadcast, media, and sponsorship alliance for the Melbourne Cup Carnival spanning 2024 to 2029.
This historic deal, speculated to be worth as much as $80 million, aims to significantly enhance sponsorship opportunities and broaden the carnival’s media reach both domestically and internationally.
The conclusion of this deal comes after protracted negotiations, notably following the withdrawal of the Seven Network from the bidding process due to discontent, leaving Nine as the sole major network contender.
Under this new agreement, the carnival will enjoy broad exposure across SKY platforms and the TAB app, with provisions for Tabcorp to distribute coverage to other wagering outlets.
Nine emerges as the free-to-air broadcaster, securing comprehensive rights across various platforms including broadcast, streaming, and social media.
Additionally, Tabcorp will serve as the exclusive wagering partner for Nine’s coverage, marking a significant step in integrating betting services with mainstream media coverage of the event.
This partnership not only signifies a major shift in how the Melbourne Cup Carnival is televised and experienced by fans worldwide but also underscores the VRC’s strategic focus on leveraging media and sponsorship to promote the sport of horse racing.
With the VRC taking charge of production through VRC Media, the collaboration is set to revolutionise global racing broadcasts, further cementing the Melbourne Cup Carnival’s status as Australia’s premier racing event.
