The agreement will see Sportsbet contribute AU$125.000 to the MRC Foundation each year
Flutter-owned Sportsbet is pleased to announce a five-year partnership with the Melbourne Racing Club (MRC) starting 1 January 2024. The MRC is a not-for-profit club with over 12.000 members and organizes more than 80 races per year at Victoria's three major racecourses: Caulfield, Mornington and Sandown. This new deal includes all three racecourses and is highlighted by Sportsbet becoming the naming rights partner for the Caulfield Cup Carnival and the iconic Caulfield Cup.
Thanks to the exceptional synergies between the two brands and the strong alignment of core values, the partnership aims to reposition the sport towards new fans and open racing to a more sporting audience. This will happen across all touchpoints: digital, marketing, customer engagement, on-ground activations and experiences throughout the year, with particular emphasis on key Carnival periods during the racing season.
One of the major initiatives Sportsbet has committed to is a cash contribution of $125.000 per year to the MRC Foundation. This foundation is the charitable arm of the MRC, encompassing the club's charitable and community activities under a centralized brand. The MRC Foundation aims to support local communities and help participants in the racing industry.
Sportsbet's efforts to give back to the racing community and ensure its longevity are part of Flutter Group's aim to do more for its communities. Do More's ambitious goal of improving 10 million lives by 2030 is a key component of Flutter's global sustainability strategy, the Positive Impact Plan, to which all brands in its global portfolio contribute.
The partnership also includes:
- Sportsbet will offer a $1 million prize for any horse that wins the Sportsbet Mornington Cup and Sportsbet Caulfield Cup double in the same calendar year
- Sportsbet to invest $125.000 in racing growth initiatives at Mornington Racecourse
- Introduction of the world's first LED technology for barriers in early 2024
- Investment in the growth of MRC members
- Improved field experience for GA customers
Barni Evans, CEO of Sportsbet, said: “Sportsbet is thrilled to be partnering with the MRC, an incredibly successful and progressive club, and we look forward to bringing our shared ambition of attracting new audiences to racing to life. We are always looking to do more for the community and are especially proud to contribute $125.000 for each year of the partnership to the MRC Foundation, supporting local communities and helping participants in the racing industry.”
Josh Blanksby, CEO of the Melbourne Racing Club, said: “This is the most significant partnership in the Club's history and we are thrilled to partner with Sportsbet, the largest betting provider in Australia, to open up the sport to a wider audience and to ensure the future of racing on the sporting stage. We are excited by the opportunities presented by partnering with such an iconic brand in the world of sport and racing, and look forward to introducing our racing to a wider audience thanks to Sportsbet's impressive market share.”
