Victoria Racing Club and MKTG announce three-year exclusive commercial partnership

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Dentsu Aegis Network’s MKTG Australia and the Victoria Racing Club (VRC) are proud to announce a three-year commercial partnership, making MKTG the exclusive on track LED partner of the Club’s iconic horse racing and entertainment venue, Flemington Racecourse. 

In an industry first partnership, MKTG has invested in 90 metres of permanent, world-class LED systems on the main straight of Flemington Racecourse. 

The dynamic asset delivers impactful content that enhances patrons’ experiences, and creates new and innovative ways for VRC partners and brands to engage with audiences on-course and through broadcast, locally and internationally. 

For the term of the agreement MKTG will own and operate the asset across every hosted event at Flemington to support the VRC, as well as its commercial and broadcast partners. 

Matt Connell, National Managing Director, MKTG Australia, said, “We’ve forged a strong relationship with the Victoria Racing Club, and are excited to be formalising things through our new, strategic and commercial partnership. 

“MKTG has been at the forefront of innovation through technology in sport in Australia, particularly in major stadiums. To be reinforcing that leadership position at Flemington Racecourse – a globally iconic horse racing venue – makes me very proud indeed.” 

Nick Addison, Executive General Manager Commercial Operations, VRC, said “The VRC is committed to offering racegoers an unrivalled event experience at Flemington Racecourse across the entire racing calendar. 

“Through this partnership with MKTG, the VRC has been able to enhance the viewing experience for event attendees, as well as provide our commercial partners with an interactive platform upon which to amplify their brand and activation messaging. We look forward to working with MKTG Australia over the next three years.” 

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For further information contact: 

Hannah Cheale 
Dentsu Aegis Network ANZ 
Strategic Communications Lead 
T: +61 488 422 868 

Alexandra Factor 
Victoria Racing Club 
Corporate Communications Manager 
T: +61 412 149 669 

About Dentsu Aegis Network 

As part of Dentsu Inc., Dentsu Aegis Network is the first truly global communications network for the digital age. Dentsu Aegis Network aims to be the global network of choice for clients seeking best-in-class expertise and capabilities in brand, media and digital communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network ANZ is headquartered in Melbourne with offices in Sydney, Brisbane, Canberra, Perth and Auckland. Globally, Dentsu Aegis Network operates in 145 countries worldwide with over 46,000 dedicated specialists. / 

About MKTG 

MKTG Australia are an integrated marketing agency specialising in commercial rights, live & experiential, retail marketing, creative, sponsorship consulting and event operations. As part of its commercial rights and event operations division, MKTG are leaders in the industry for understanding the role of technology and content has in sporting arenas to both enhance fan engagement and experience as well as create compelling and integrated solutions for brands to better connect with their audiences. It’s for this reason MKTG Australia are proud and long-term partners of the Australian Football League, Cricket Australia and Football Federation Australia. MKTGAUSTRALIA.COM.AU 

About Victoria Racing Club 

Host of the Melbourne Cup Carnival, the Victoria Racing Club at Flemington was founded in 1864 and is the world’s largest member-based racing club, with more than 30,000 members. Regarded as the world’s most vibrant racing event, the Melbourne Cup Carnival is a uniquely Australian celebration of sport, fashion, food and wine and culture, attracting more than 300,000 racegoers to Flemington Racecourse over four magical racedays each year and injecting more than $447 million into the Victorian economy. The jewel in the Melbourne Cup Carnival crown is the Lexus Melbourne Cup, a 3200m Group 1 staying race, one of the world’s richest, offering $8 million in prize money and held on the first Tuesday in November.