The Melbourne Cup is about to step into an exciting new chapter in its illustrious history.
The ‘race that stops the nation’ will benefit from a comprehensive broadcast arrangement involving the Victoria Racing Club (VRC), Tabcorp and Nine Entertainment.
Tabcorp made a bold move to secure the domestic and international media rights for the Melbourne Cup Carnival, meaning fans will be able to watch the races on all SKY platforms and the TAB app.
Tabcorp also gained the right to sell coverage to other betting providers, giving punters more options and access whether they are in Australia or overseas.
Nine Entertainment will be the exclusive free-to-air broadcast partner, bringing the Melbourne Cup Carnival to millions of viewers across the country.
The deal grants Nine exclusive rights to broadcast the entire four-day event on television, streaming, mobile, digital and social platforms.
VRC Eager to Elevate the Racing Experience
One of the most exciting developments coming from this partnership is the VRC’s commitment to taking control of the production for racing coverage.
The company recently launched VRC Media as part of its plans to elevate the quality of racing broadcasts. They will work closely with Tabcorp and Nine to ensure the broadcast quality meets global standards.
Taking full control of production will allow the VRC to focus on delivering a top-notch, engaging and immersive experience for racing fans around the world.
The VRC is also keen to reinvest the proceeds from the partnership into improving several key areas.
That includes supporting the year-round racing program, upgrading facilities at Flemington Racecourse and strengthening connections with club members.
The agreement will also fund important equine welfare programs, which is a crucial aspect of modern horse racing that has attracted increased public attention over the years.
The scale of the partnership between VRC, Tabcorp and Nine cannot be understated. The Melbourne Cup Carnival is one of Australia’s premier sporting events and has already proven to be a massive economic driver for the state of Victoria.
The Melbourne Cup generated an impressive $422.1 million in economic benefits in 2022, making it the largest contributor of any major annual sporting events in the past decade.
The big race generates immense interest from the betting community, reaffirming its importance not just to the economy or the sporting calendar but to the Australian people.
Online searches for horse racing news increase massively when the Melbourne Cup is staged, with punters eager to keep up-to-speed with race-related developments.
The race’s popularity means that bookmakers benefit from a huge surge in activity, and the extensive media coverage will likely drive even greater engagement.
Nine Will Blend Tradition and Innovation
The Melbourne Cup Carnival offers Nine a chance to redefine how Australians experience live events and build on the success of their acclaimed Olympic Games coverage.
Nine’s managing director, Matt James, has emphasised finding a balance between honouring the event’s rich traditions and introducing new elements to attract a wider audience.
The company wants to bring in various personalities to inject new life into the coverage and make it more relatable and entertaining, even for viewers who may not be hardcore racing fans.
Nine’s approach fits into its larger strategy for broadcasting live sports, which focuses on creating engaging experiences across different platforms.
From streaming on 9Now to interactive social media content, Nine’s extensive presence will allow audiences to connect with the Melbourne Cup in ways that match their preferences.
Nine is determined to shake things up for this year’s Melbourne Cup Carnival, and one of its strategies is to expand its coverage beyond the races.
While these still be the primary focus, Nine wants to dive deeper and explore the culture, atmosphere and celebrations that make the event special.
Viewers can look forward to exclusive behind-the-scenes access at the famous Birdcage and interviews with celebrities and fashion experts, making the experience more engaging for those watching from home.
Another key aspect of Nine’s coverage will be its focus on horse welfare, a topic that has become more prominent recently due to movements such as ‘Nup to the Cup’.
The Melbourne Cup is a global phenomenon that garners viewership from around the world. The race was broadcast to 209 countries last year, reaching an estimated 750 million people.
The partnership between VRC, Tabcorp and Nine will only stretch its reach even further.
