Twitter renews Melbourne Cup deal and extends VRC and Channel Seven partnership
Twitter has renewed its partnership with the Victoria Racing Club and extended its deal with the VRC and Seven Network to include additional races and live content.
Twitter, Channel Seven and the VRC will also offer live streams of Victoria Derby Day, Kennedy Oaks Day, and Emirates Stakes Day through their websites and apps.
Twitter’s Nicoletti: “a huge success for us in 2016”
The live stream and highlight clips on Twitter will also include advertising packages with TV-style ad spots and pre-rolls. Content sponsors will include Tabcorp, Lexus and AAMI.
As part of the deal, Twitter will also feature additional premium highlights from racing carnival, including fashion, celebrities and a range of behind the scenes streams.
“Twitter is where the world of sport is happening every single day, and Australian sporting events don’t come more iconic than the Emirates Melbourne Cup,” said Suzy Nicoletti, Twitter Australia’s managing director.
“Live streaming the race that stops a nation was a huge success for us in 2016, with double the number of tweets on the previous year, and #MelbourneCup trending number one in 12 countries, so we can’t wait to go bigger and better in 2017.”
“We were thrilled to partner with Twitter to stream the Emirates Melbourne Cup to a worldwide audience last year, and we’re excited to be expanding this partnership in 2017, creating a truly global channel, ensuring anyone, anywhere can watch the Emirates Melbourne Cup, ” said Victoria Racing Club executive general manager commercial operations, Nick Addison.
Patrick Moloughney, Seven’s network director of sport sales, added: “Packaging the thrill of 7Sport’s expert coverage with even greater amplified content of the colour, movement and style that is the Melbourne Cup Carnival has allowed brands to get closer than ever before. In a combined 7Sport and Twitter offering, the packaging and partnership is a fine example of organisations collaborating to offer brands and consumers a heightened user experience.”
