18.12.2023

by Antoni Majewski

Sportsbet and Melbourne Racing Club Forge a Groundbreaking Partnership

Flutter-owned Sportsbet has announced a landmark five-year partnership with Melbourne Racing Club (MRC), set to commence on January 1, 2024. This collaboration represents a significant step in both organizations’ efforts to enhance the sport’s appeal and outreach.

Sportsbet and Melbourne Racing Club Forge a Groundbreaking Partnership

The agreement covers MRC’s three premier racetracks in Victoria – Caulfield, Mornington, and Sandown. MRC, a not-for-profit members club boasting over 12,000 members, conducts more than 80 race meetings annually across these venues. A notable aspect of this partnership is Sportsbet securing the naming rights for the Caulfield Cup Carnival and the iconic Caulfield Cup.

Revitalizing Racing’s Appeal

The partnership aims to reposition horse racing to new fans and broaden its appeal to a wider sporting audience. This will be achieved through various means, including digital and marketing strategies, customer engagement, on-course activations, and year-round experiences, with a focus on key Carnival periods.

Sportsbet’s Commitment to Community and Racing Industry

A central element of the partnership is Sportsbet’s pledge to contribute $AU 125,000 annually to the MRC Foundation, the charitable arm of MRC. This contribution underscores Sportsbet’s commitment to supporting local communities and aiding racing industry participants. This initiative aligns with Flutter Group’s global sustainability strategy, ‘Do More,’ which aims to positively impact 10 million lives by 2030.

Key Features of the Partnership

  • Major Prizes: Sportsbet introduces a $AU 1 million prize for any horse that wins both the Sportsbet Mornington Cup and Sportsbet Caulfield Cup in the same calendar year.
  • Investment in Racing Growth: An additional $AU 125,000 will be invested in racing growth initiatives at Mornington racetrack.
  • Innovative Technology: The early rollout of world-first LED technology for barriers in 2024.
  • Membership Growth: Efforts to expand the MRC Membership.
  • Enhanced On-Course Experience: Improvements for General Admission customers.

Barni Evans, CEO of Sportsbet, expressed excitement about the partnership, emphasizing the shared ambition of attracting new audiences to racing and Sportsbet’s commitment to community contributions through the MRC Foundation.

Josh Blanksby, CEO of Melbourne Racing Club, hailed the partnership as the most significant in the Club’s history. He underscored the potential of working with Australia’s largest wagering provider to introduce racing to a broader audience and future-proof the sport’s position in the sporting arena.

Our Comment on the Article

This partnership between Sportsbet and the Melbourne Racing Club is more than a commercial agreement; it’s a visionary collaboration aimed at redefining the future of horse racing. By focusing on community support, technological innovations, and market expansion, both entities demonstrate a forward-thinking approach to sustaining and growing the sport.

This alliance not only promises to invigorate the racing scene with fresh energy and audience engagement but also reflects a responsible and community-oriented approach in the world of sports and betting. With such initiatives, horse racing in Australia is set to gallop into a new era of popularity and relevance.

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