In a landmark deal, Ticketmaster and the Victoria Racing Club (VRC) have announced that they will continue their partnership in a huge decade-long agreement.
This newly penned deal will see Ticketmaster continue as the VRC’s exclusive ticketing services partner across all hospitality and retail ticketing for every race day event held at Flemington Racecourse.
Best known for the iconic Melbourne Cup Carnival, the VRC is a staple for Melbourne’s most avid racing fans and looks to deliver significant benefits to customers with innovation for streamlining digital ticketing and driving simplicity in the purchase and enhancing the on-course entry experience.
Gavin Taylor, Managing Director of Ticketmaster Australia, said: “We’re incredibly proud to continue our relationship with the Victoria Racing Club and are excited to support the new vision of Kylie and her team. Additionally, we are honoured to be part of the longest-running ticketing services agreement in VRC’s history. Through our partnership, we will deliver a best-in-class ticketing experience, with a focus on growth, innovation and delivering world-class event experiences for fans.”
Kylie Rogers, VRC Chief Executive Officer, said: “Since 2022, the partnership between the VRC and Ticketmaster has enabled us to innovate and improve ticketing services for our attendees, making it easier to buy a ticket to Flemington from anywhere in the world.
“Securing this partnership for a further ten years means we can invest to innovate further and continue to provide a seamless purchasing experience for race days, and an expanding list of non-race day events at the Flemington precinct.”
The partnership is an affirmation from both Ticketmaster and the VRC of their commitment to working together long-term, with a focus on innovation and growth across the next ten years.
From seamless on-sales to frictionless entry into Flemington Racecourse, both teams will benefit from Ticketmaster’s market-leading technology that will support the crowds at every event. The VRC will also be able to leverage Ticketmaster’s multi-channel marketing strategies, underpinned by the ability to reach and engage fans locally, nationally and internationally to drive sales and awareness.
Together, Ticketmaster and the Victoria Racing Club look forward to what the next 10 years will deliver.
About the Victoria Racing Club and Melbourne Cup Carnival
Since its establishment in 1864, the Victoria Racing Club (VRC) has been instrumental in the development of Australian and Victorian racing. The VRC is the world’s largest member-based racing club with more than 34,000 members. As custodians of Flemington Racecourse, the VRC leads a world-class racing and events precinct and hosts Australia’s pre-eminent sporting and cultural event, the Melbourne Cup Carnival. While a racing event at its core, the Carnival transcends traditional sporting events with its unique combination of sport, fashion, entertainment, hospitality and business. In 2024, the Melbourne Cup Carnival attracted more than 285,000 visitors and provided an uplift in national expenditure directly attributed to Cup Week of more than $1 billion.
