Corporate hospitality demand for the 2026 Melbourne Cup Carnival continues to grow, with the Victoria Racing Club reporting Crown Oaks Day revenue is 12 per cent higher than at the same point last year.
The increase comes as the VRC prepares to expand Flemington’s famous Birdcage Enclosure, with more than 25 companies and sponsors set to feature across the precinct during Melbourne Cup week.
This year’s Birdcage will be presented under the VRC’s Garden of Gardens concept, incorporating seven different gardens throughout the enclosure.
Members’ reserved tables in the Central Rose Garden will double compared with 2025, with the expanded area positioned at the centre of the Birdcage.
While the VRC revealed corporate hospitality revenue for Crown Oaks Day was tracking 12 per cent higher year-on-year, it did not disclose the underlying revenue figure.
VRC chief executive Kylie Rogers said demand from businesses remained strong as the Birdcage combined premium hospitality with the Carnival’s broader entertainment and social offering.
“Year after year, the Birdcage attracts strong demand from corporate guests,” Rogers said.
Asahi Beverages will make its Birdcage debut after becoming Flemington’s beer and cider partner under a seven-year agreement announced earlier this year.
The Asahi Super Dry Garden will offer Asahi Super Dry alongside Carlton Draught, Great Northern Super Crisp and Balter XPA, while the broader racecourse partnership also incorporates Somersby cider.
Asahi replaced Lion as Flemington’s beverage rights holder after Lion’s 25-year association with the racecourse. Asahi already held a relationship with the VRC through Schweppes as its non-alcoholic beverages partner.
Lexus, Crown, TAB, G.H. Mumm, Nine and Tequila Don Julio are among the established partners returning to the Birdcage in 2026.
Crown’s Marmont venue will return following its sellout debut last year, while Cygnett will introduce a dedicated charging lounge as well as complimentary charging stations throughout Flemington.
Yakimono will make its first Birdcage appearance with a retail pop-up accessible to all guests.
The Rails Promenade will also return, providing trackside viewing alongside betting facilities and super screens, while the Birdcage’s main stage will feature musical entertainment throughout each race day.
