The Victoria Racing Club (VRC), Tabcorp and Nine Entertainment have announced a new media deal for coverage of the Melbourne Cup Carnival from 2024 to 2029.
The new deal sees Nine broadcast the Melbourne Cup for the first time since Ten first secured exclusive coverage rights from 1978. Ten held rights until 2001 and again from 2019 to 2023, with Seven from 2002 to 2018.
Nine gains the free-to-air rights after Seven and incumbent Ten both walked away from bidding last year.
As free-to-air broadcast partner, Nine will have audio-visual rights for broadcast, streaming, mobile, digital and social platforms. All four days of the Carnival will be broadcast live on Nine and streamed on 9Now.
Nine CEO, Mike Sneesby said: “The Melbourne Cup is an iconic Australian sporting event and has been part of our nation’s cultural fabric for more than 160 years. It has a rich heritage, synonymous with legendary sporting names such as Phar Lap and Makybe Diva, and Nine is honoured to be able to broadcast this world-renowned event across our platforms from 2024.”
VRC is also extending its partnership with Tabcorp, as the exclusive wagering integration partner for Nine’s broadcast and which will carry the Carnival on all Sky platforms and the TAB app. Tabcorp also has the right to on-sell coverage to wagering providers.
Tabcorp CEO, Adam Rytenskild, said: “Tabcorp’s partnership with the VRC and Nine is the most innovative in Australian sport and we can’t wait to bring our entire digital, broadcast and retail ecosystem together to grow and promote the Melbourne Cup Carnival together. This partnership builds on Tabcorp winning the 20-year Victorian exclusive wagering licence and will be a key pillar of our growth strategy. Together with our Brand and Customer transformation, this partnership gives us a terrific platform to grow in Victoria, throughout Australia and around the world as we beam the Cup to more than 60 different countries through Sky Racing.”
In the transfer of broadcast rights to Nine, VRC Chief Executive Officer Steve Rosich acknowledged Network Ten’s contribution as free-to-air broadcast partner: “The VRC acknowledges and thanks Network Ten for bringing together exceptional coverage of the Melbourne Cup Carnival since 2019. In partnership with Network Ten the VRC has expanded the range and reach of Cup Week across domestic and international audiences, and we were delighted to finish the partnership on a high, with increased viewership on Network Ten and Ten Play.”
Source: Nine For Brands, VRC, Australian Financial Review