The Victoria Racing Club (VRC) has signed a new three-year commercial partnership with MKTG Australia to deliver on-ground LED signage at the Club’s horse racing and entertainment venue, Flemington Racecourse.
In what is believed to be an industry first, MKTG Australia, who is apart of the Dentsu Aegis Network, has invested in 90 metres of permanent LED systems on the main straight of Flemington Racecourse.
“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 Australia national managing director, Matt Connell, said.
“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.”
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.
“The VRC is committed to offering racegoers an unrivalled event experience at Flemington Racecourse across the entire racing calendar,” VRC executive general manager commercial operations, Nick Addison, said.
“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.”
It has also been reported that the Australian Radio Network (ARN) has renewed its partnership with VRC for two years, despite a recent ABC 7.30 report that revealed some 300 horses, representing almost $5 million in prize money, went through one abattoir in just three weeks.